Analyzing Social Media Adoption for Promoting CSR: A Study of UAE Healthcare Sector

Despite the significant potential presented by social media and its strategic relevance in driving business activities, its adoption continues to pose a considerable challenge, with rates remaining notably low. The primary objective of this study is to examine the factors that influence the application of social media for the promotion of corporate social responsibility (CSR) in the healthcare industry. To achieve this goal, the research employs the analytic hierarchy process (AHP) to establish a hierarchy and assign importance to the elements that shape the utilization of social media in advancing CSR objectives. The results reveal key drivers that impact the integration of social media for CSR promotion in the healthcare industry. These drivers encompass effective CSR communication, differences among social media platforms, the advantages stemming from social media use, stakeholder expectations, and the chosen implementation strategy. Furthermore, these findings hold the potential to provide important guidance for policymakers and pertinent organizations, aiding them in devising targeted strategies grounded in the specific factors of social media adoption that have demonstrated efficacy in CSR promotion.