The Influence of Social Media on Business Intelligence, Business Performance, Brand Awareness, and Customer Retention: Evidence from the UAE

Abstract

This study investigates how social media influences business intelligence, business performance, brand awareness, and customer retention. In addition, it examines how business intelligence influences customer retention, brand awareness, and business performance. Additionally, the study explores the effects of business performance on both customer retention and brand awareness and assesses how brand awareness contributes to customer retention. Using a quantitative approach, this paper collected data from 386 social media users in the UAE. The PLS-SEM approach was used for data analysis. The results reveal that social media significantly and positively impacts business intelligence, business performance, brand awareness, and customer retention. Business intelligence was also found to have a significant and positive impact on business performance and brand awareness, but its effect on customer retention was insignificant. Additionally, business performance significantly and positively impacts customer retention and brand awareness. Brand awareness was shown to significantly and positively impact customer retention.