Social media usage: mediator of governance team role performance and SACCO performance

This study investigated how social media usage mediates the relationship between governance team role performance and the performance of Savings and Credit Cooperative Organizations (SACCOs) in Uganda. The research adopted a cross-sectional design, and data was collected from 80 SACCOs in Mbarara City. Pearson correlation and hierarchical regression analyses were employed for data analysis. This study adopted the Med-Graph program, Sobel tests, and the Kenny and Baron approach to test for mediation effects. The findings indicated that the valid drivers of SACCO performance among SACCOs in Mbarara City, Uganda, are governance team role performance and social media usage. However, social media usage partially mediates the relationship between governance team role performance and SACCO performance. Since social media usage mediated the relationship between governance team role performance and SACCO performance in this study, SACCO managers in Uganda should prioritize integrating social media tools into their communication and operational strategies. The study relied on a single methodological approach; however, future research could incorporate interviews to enhance the validity of the findings through triangulation. Additionally, subsequent studies might maintain the same foundational hypotheses and regression models but adopt a longitudinal design instead of a cross-sectional design. Key words: Governance team role performance, social media usage, savings and credit cooperative organizations (SACCOs), mediating effect, SACCO performance.