Leveraging Social Media Analytics: Its Impact on Organizational Culture

Abstract

AbstractThis research aims to forecast the impact of Social Media Site Usage on Organisational Culture and other work-related outcomes at the workplace. It is huge challenge for organisations to develop an alignment between Social Media Usage and Organisational Culture. This study empirically tests the direct and mediating effects of Workplace Behaviour by studying three sub-variables like Communication, Interpersonal Relations, Absenteeism; Job Performance through Job Involvement, Organisational Commitment, Innovative Behaviour; and Job Satisfaction through Employee Engagement, Turnover Intention, and Perceived-Organisational Support on the relationship between Social Media analytics and Organisational Culture. 460 IT Employees from 37 Public Limited IT companies listed under Software Technology Park of India (STPI), sample size sample-size determined using Mean-Method. The results of Cochran’s Q-test show that the purpose of use of Social Media Sites significantly differs in frequencies. The Pillai’s-Trace-test shows that the quality of work life depends upon the usage of Social Media. To examine the impact of Social Media on Organisation-Culture, a two-group between subjects One-way-MANOVA has been performed on the aforementioned nine Dependent-Variables. The result shows that Organisational Culture depends upon the usage of Social Media Sites. SEM is used to examine the predictive relationship between usage of Social Media and Organisational Culture as well as Organisational Performance. This study advocates that the decision-makers and the management of organisations should frame policies, which allow standardised use of social media that is beneficial for organisations and employees both for efficient information-sharing and operations.KeywordsSocial media analyticsSocial media sitesIT employeesOrganizational cultureQuality of work life