The Effect of Knowledge Management on the Sustainability of Technology-Driven Businesses in Emerging Markets: The Mediating Role of Social Media

Sustainability is a fundamental principle for human resource management worldwide. This study aimed to examine the effect of knowledge management components on the sustainability of technology-driven businesses mediated by social media in emerging markets. This descriptive-correlational study was conducted in April 2022. The statistical population comprised 537 businesses, and the sample size (estimated using Cochran’s formula) was 224 research and development employees. A 25-item questionnaire scored on a 5-point Likert scale was administered to collect data, which were analyzed in SmartPLS 3. The findings showed that for technology-driven businesses to be in a sustainable environment, knowledge management components must be applied in all parts of the company. The application of knowledge management creates value and a sustainable competitive advantage in a dynamic environment. Furthermore, effective participation in the organizational social network can activate knowledge management and create value. Thus, knowledge acquisition through social media optimizes learning and ideation, and for technology-driven companies that lack resources, this acquisition enables development and sustainability in a dynamic environment.