Research On The Impact Of Employee Social Media Use Behavior On Organizational Performance

With the penetration of social media into the personal life and business fields,social media has broken through the boundary of a single communication tool and has become a new social learning method for corporate employees to obtain external knowledge.Through the use of these social media,employees' social networks and their understanding of colleagues,friends,and partners have been enriched,and their social relationships,expertise,and mental state have also accumulated or changed.The introduction of social media has also improved traditional working methods and working tools,and has provided powerful external information supplements in working ideas,thus changing original job characteristics.Different from other information technology(IT)adoption,social media is a more open environment,it will bring greater uncertainty to the organization,while most companies lack a mature social media strategy to manage social media use behavior.As a result,company managers' concerns over the inappropriate use of social media by employees and widespread concern among scholars have been raised.Therefore,exploring the influence mechanism of employee social media use on organizational performance has strong theoretical and practical significance.In the research of employees' use of social media,the existing literature explores the effect of social media use behavior.But the research conclusions are inconsistent,which is mainly due to the inconsistent mechanism of existing research on employee social media use.In terms of mechanism of action,the existing literature recognizes the role of social capital,but ignores the key role of intellectual capital and psychological capital as competitive advantages linking social media use and organizational performance.Nor does it take into account the influence of company-level characteristics such as social media strategy and corporate culture on the relationship between social media use behavior and organizational performance.In addition,the existing researches on the evaluation of organizational performance mainly focuses on the completion of employees' routine work or the innovation of employees' quality of knowledge,which avoids the important social and moral impact of social media.Therefore,to fill this research gap,this research will introduce a more cutting-edge concept,responsible research and innovation(RRI),to evaluate the innovative and social performance of the organization.To complement the existing research's deficiencies in social media strategies,and at the same time,based on the dual nature of social media use,analyzing the separate effects of organizational performance on economics and sociality.This study carried out the following research by qualitative research methods:Companies need to implement standardized social media strategies to reasonably guide the use of social media,and whether a company's social media strategy is mature will also have an important impact on whether companies use social media to generate business value.Therefore,based on in-depth interviews in the literature research,this study designed a social media strategy maturity model,which is divided into five stages from low to high according to the implementation of the social media strategy maturity stage: zero,startup,decentralized,mature and ideal stages.This study developed a set of scales to evaluate the maturity of social media and a weighted evaluation system.Based on in-depth literature research and the above two aspects of research work,this study uses questionnaire data to verify a moderated-mediation theocratical model:This research starts with the social media behavior of employees in the workplace,and explores the process of its impact on working performance and RRI.The model validates the chained mediating role of two types of job characteristics(work autonomy and task significance)and organizational capital(social capital,intellectual capital,psychological capital)in the impact of social media use on organizational performance.The study has established eight chain mediations.The model also explores the moderating role of organizational environmental conditions in this process.First,social media strategy maturity positively moderates the impact of social media use behaviors on task significance.Secondly,the corporate innovative culture positively moderates the positive relationship between work autonomy and social capital.Third,the corporate innovative culture positively moderates the positive relationship between work autonomy and psychological capital.Finally,the corporate innovative culture negatively moderates the positive relationship between task significance and psychological capital.Comparing existing literature,this research enriches previous research in the following perspectives:First,this research is based on multi-disciplinary academic theories and concepts,in order to provide a deeper understanding of the use of social media for social learning in work situations,thereby providing an interdisciplinary theoretical basis for companies to create dual economic and social values;Second,the social media strategy maturity model designed in this study divides companies into different social media maturity stages according to the different stages in which companies implementing social media strategies.It is also a classification method for companies from the perspective of the degree of social media utilization;Third,this research focuses on policy and research frontier topics,carries out exploratory research on corporate responsibility research and innovation,and promotes the research process of this concept.Fourth,based on the theory of socialized learning,this research constructs a two-stage model by dividing the process of employees' social learning using social media and has a positive impact on the organization into two stages: knowledge consumption and knowledge utilization,revealing the partial mediation role conducted by job characteristics and organizational capital.The study also incorporates company characteristics and explores the effects of social media use behavior on organizational performance.Based on the uses and gratifications theory,this research explores the impact of employee social media use on organizational performance from the perspective of social learning,extends the scope of social media use,and supplements social media,social learning,responsible research and innovation,etc.The literature in the field makes up for the lack of existing literature research.At the same time,this research also has some enlightenment significance for enterprise managers.First of all,this research provides a theoretical reference for the social media use behavior of enterprise management employees.Second,this study proposes the dual goal of using social media to improve social and economic performance of a company,which can also be used as a reference for policy makers.Finally,this research also points out that shaping a good corporate culture and guiding employees' knowledge absorption can support the transformation of the use of social media results,which points out the improvement direction for companies to create an environment conducive to innovation and train employees.