Purpose This paper aims to explore the growing integration of social media, specifically Snapchat, into workplace environments and its impact on communication behaviors, especially among Generation Z and Millennials. The focus is on analyzing how Snapchat’s communication cycles, such as notifications, Snap streaks and best friend rankings, affect workplace efficiency. This study also investigates how cultural variations around connectivity and work-life balance amplify or mitigate these effects in global settings. Design/methodology/approach This research uses social comparison theory and self-determination theory to examine the psychological and social impacts of Snapchat’s features on workplace productivity. Drawing on qualitative and quantitative literature, the paper explores how different cultural contexts influence employees’ interaction with Snapchat during work hours. Theoretical frameworks are applied to understand the cognitive and social disruptions caused by social media, while practical strategies for human resource management are explored. Findings Snapchat’s design fosters continuous user engagement, often leading to fragmented attention and reduced productivity, particularly in work environments. Cultural norms surrounding social media usage and work-life boundaries either intensify or alleviate the disruptive effects of Snapchat. For example, the pressure to maintain social ties amplifies workplace distractions in collectivist cultures. In contrast, individualistic cultures may emphasize productivity over social connection, allowing for more effectively managing these distractions. Originality/value This paper contributes to the growing body of literature on social media’s impact on workplace dynamics by offering a culturally nuanced approach to understanding digital distractions. By focusing on Snapchat, a platform with unique features that encourage habitual interaction, the study provides novel insights into how global human resource strategies can be tailored to different cultural settings. The findings suggest practical solutions for managing digital overload and optimizing employee performance in increasingly interconnected work environments.
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