Social media adoption and its impact on hospitality firms’ performance

Purpose This paper aims to examine the determinants of social media adoption and its effect on performance. Design/methodology/approach The structural model is used to estimate and analyze social media and its impact on performance. Findings The results show a positive effect of social media adoption on performance, while the pandemic has a negative impact and a moderating effect. The features of technology, organization and environment influence social media adoption. Originality/value This research incorporates TOE, contingency theory and transactional stress theory to provide a theoretical framework for explaining the determinants of social media adoption, the effect of social media adoption on performance and the moderating impact of the pandemic. The authors also explore the moderating impact of pandemics on performance with an endogeneity issue consideration to expand contingency and stress theory by synthesizing contingency theory and transactional stress theory.