Linking Social Media To Organization Commitment,the Role Of Self-Determination Theory

This study contributes to our understanding of the direct and mediating processes through which Social media use are linked with organizational commitment.We developed and tested a direct and mediation model linking SMU to OC.Drawing upon the Self-determination theory,our model posits that the effect of SMU on the outcome variable,organizational commitment,is mediated by the three dimension of self-determination.Overall,data from 380 employees in two printing factories in Afghanistan supports this model.Structural equation modeling(SEM)and bootstrapping of 5000 iterations are adopted to assess the direct effect between the independent variable(Social Media Use)and dependent variables(three dimension of self-determination and organizational commitment)and indirect effect between the aforementioned variables(Social media use and Organizational commitment)though the interception of mediation variables(autonomy,competence,and relatedness)in the private organizations.The theory of Self-determination refers to environmental and social factors that strengthen and foster versus undermine intrinsic motivation.In other words,according to this specific theory,intrinsic motivation are not caused but catalyzed when employees are exposed to situation that require their expression.This paper argues and supports the notion that social media either directly or indirectly positively impacts organizational commitment as it strengthens the self-determination of employees.Hence,this suggests that the enactment of organizational commitment,largely depends on social media use.This study contributes to the literature by explicating how social media use impacts individual's organizational commitment and when mediation role of three dimension of self-determination(autonomy,relatedness and competence)is more profound.More specifically,it strives to expand the theory of self-determination by identifying,defining,and exploring the antecedents organizational commitment that aren't fully explored in the current body of literature.It also tries to test the significance of social media use and its three dimensions in nurturing organizational commitment.For managers,this study underlines the importance of social media use in cultivating individual's organizational commitment by meeting the self-determination needs of the employees.The paper accentuates the notion that better understanding of the employee's organizational commitment and social media use among them,aids in increasing the level of organizational commitment of its employees.