The Determination of Mediating Effect of Market Orientation and User-Generated Content in Using Social Media Features for Knowledge Sharing

Abstract

The goal of this research is to study the mediating role of market orientation and user-generated content in the correlation between user-friendliness, security, and communication features pertaining to social media and knowledge sharing. The purpose of this study is to elucidate the prevailing online businesses in Sri Lanka about how to customize their businesses through knowledge sharing. The study is conducted with a vision to enrich online businesses with the involvement of support from market orientation and user-generated content, which is facilitated through social media platforms. A sample of 112 online businesses operating on the social media platform was selected using random sampling techniques for this research study. A structured Google form was adapted to collect data. The results of the study elaborate that market orientation does not have a significant mediating impact on the relationship between user-friendly features and knowledge sharing, while user-generated content mediates the relationship between all social media features and knowledge sharing. The highest mediating effect of user-generated content is evident for the communication feature. Based on the research outcomes, it is recommended for online businesses to encourage customers to review their businesses to ameliorate the functioning of their businesses through knowledge sharing. It is also recommended to improve business operations within social media boundaries to make them more user-friendly to expedite knowledge sharing. Furthermore, it is also recommended to bolster screening mechanisms for social media business operations to restrict unauthorized access and encourage the protection of sensitive data for the business.