Title The impact of the abandoned corporate social media accounts on business performance
Translation of Title Apleistų įmonių socialinių tinklų paskyrų poveikis verslo rezultatams.
Authors Niftullayev, Elmar
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Pages 65
Keywords [eng] corporate social media, account abandonment, platform governance, exit strategy, resource constraints, internal mismanagement, perceived business performance, Azerbaijan.
Abstract [eng] The present study is designed to examine how internal organizational factors shape the perceived abandonment of corporate social media accounts and how perceived abandonment is associated with perceived business performance in Azerbaijan. Corporate social media was treated as an organizational capability whose sustainability is expected to depend on coherent governance and realistic resource support. To achieve the ais of the study, a quantitative cross-sectional survey was administered to employees involved in digital operations, and 204 valid responses were collected. The results indicated that perceived abandonment was explained mainly by governance- and capacity-related factors so as higher resource constraints and stronger perceptions of internal mismanagement were associated with increased abandonment perceptions. The most influential driver was the perceived lack of a formal exit strategy, implying that inactivity becomes most harmful when platform withdrawal is not planned or explained. Strategic shift and platform fatigue did not show significant unique effects when other internal factors were controlled, while the role of neglected digital risk and security appeared weaker and less stable. A strong association was also observed between perceived abandonment and perceived business performance, suggesting that abandonment is interpreted by employees as a meaningful signal of weakened market-facing capability and reduced organizational reliability in digital communication. Clearer portfolio governance, formal exit planning, explicit role ownership, realistic platform scope, broader performance metrics, and periodic security audits of low-activity accounts are therefore emphasized as practical directions.
Dissertation Institution Vilniaus universitetas.
Type Master thesis
Language English
Publication date 2026