The Investigation of Social Media use and Digitalization Effects on Employees' Perspectives on Organizational and Individual Performance

Abstract

Purpose – Most studies of social media use are based on individual and some organizational perspectives. However, there are few studies that investigate the true effects of social media use on individual and organizational performance. Therefore, using a quantitative approach, this study investigates employees' attitudes toward social media use and its effects on individual and organizational performance. This study, investigates employees' attitudes toward social media use and its effects on individual and organizational performance. Design/methodology/approach – The research analyzed and interpreted the data of 415 participants working for a retail company in the retail sector in Turkey in the context of the research model. In the research model, the relationship between the three primary variables is discussed. These are SMU: Social Media Use, ATDT: Attitudes Toward Digital Technology, IOP: Individual and Organizational Performance Variables. Social media use and organizational-individual performance variables, two of these three, are variables derived from previous studies in the literature and included as a one-dimension in the research model. The dependent variable "ATDT: Attitude Towards Digital Technology" was subjected to factor analysis. Findings – The results show that the increasing use of social media with digitalization is critical to the performance of companies and individuals. At the same time, one of the findings of this study was the causal relationship between social media use and digitalization. Discussion – The results show that the digitization factor resulting from the use of social media is an important factor in organizational and individual performance.