SOCIAL MEDIA ADOPTION AND ORGANIZATIONAL PERFORMANCE: A CASE OF DARLING LIMITED

This study examined the relationship between social media adoption and organizational performance at Darling Limited, focusing on three key areas: the impact of social media platform usage, social media engagement, and the role of social media influencers. Using a cross-sectional research design and a quantitative approach, data was collected from a sample of 117 respondents, derived from a population of 240 using simple random sampling. The results revealed a significant, positive relationship between all three independent variables—social media platform usage, engagement, and influencers—and organizational performance. The study concluded that each of these factors plays a critical role in enhancing performance. Based on these findings, the research recommends that other hair manufacturing industries focus on creating high-quality, visually appealing, and relevant content to engage their target audience effectively. Such content should be tailored to the specific strengths and demographics of each social media platform, with clear objectives and Key Performance Indicators (KPIs) guiding content creation. The study emphasises the importance of consistently sharing valuable content to establish the organization’s brand as an industry authority. KEY WORDS: Social Media, Adoption, Organizational Performance, Darling Limited