IMPACT OF SOCIAL MEDIA USAGE CHARACTERISTICS ON EMPLOYEES PRODUCTIVITY: A PRAGMATIC PLS-SEM APPROACH

This paper examines how the characteristics of social media usage determine employee productivity in the Indian work environment based on a Partial Least Squares Structural Equation Modeling (PLS-SEM) method. Although social media has relieved to become an inseparable part of daily communication, its influence on work-related efficiency is not entirely positive. There are those employees who use social platforms to collaborate, share knowledge and enjoy a better connectivity whereby others have their distractions, decreased attention span and lack of focus on work. The purpose of the research is to learn to comprehend how the intensity of social media use, work-related social media use, personal social media use at the workplace, digital multitasking performance and self-control ability influence the results of productivity. The sample consisting of 258 employees spread in India was used, and it represented the industries of IT, education, banking, retail, and service. The initial target of respondents was 300 which was used to draw the sample. A questionnaire was created in a structured form to measure constructs in five points on Likert scale. The analysis of the data was conducted with Smart PLS, and it comprised of measurement model evaluation, testing the construct reliability and validity, and testing structural relationships. The results show that the use of social media at the workplace has a positive impact on productivity in terms of effective communication, accessibility of information, and teamwork. Nevertheless, individual use of social media at the workplace has a detrimental effect on productivity through cognitive load and distracting attention.