From Clicks to Commitment: How Social Media Shapes Employee Performance Evidence from the Communication Sector
List of Authors
  • Alauldin Taroum, Fahed Khamis Al Balushi, Mohammed M. A. Alshami, Nahg A. M. Alawi

Keyword
  • Social Media, Employees' Organizational Commitment And Employee Performance, Communication Sector

Abstract
  • This study aims to investigate the effect of social media (SM) on organizational commitment (OC) and employee performance (EP) in the communication sector. The study focuses on four key dimensions of SM and their influence on these variables. A quantitative methodology was adopted and using a questionnaire to obtain data from 247 respondents in the communication sector, and analysis by using SEM. The results demonstrate that social media (SM) positively affects both organizational commitment (OC) and employee performance (EP), with Com), CC, and FS showing significant positive relationships. Additionally, OC mediates the effect of SM dimensions on EP. However, hedonic practices did not exhibit a significant effect on OC, consequently, OC failed to mediate its relationship with performance. The study highlights its limitations and suggests for future research.

Reference
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