AN EMPIRICAL ANALYSIS OF THE IMPACT OF SOCIAL MEDIA USAGE ON INDIVIDUALS’ JOB SATISFACTION: THE CASE OF EDUCATION SECTOR IN KARACHI

Abstract

Purpose The main purpose of this research to analyze the role of social media usage in educational universities based in Karachi and what outcomes are obtained. With the use of social media organization are able to increase motivation level of employees and create Individual’s Job Satisfaction among them through their engagement employee’s commitment. The aim ofthis study to identify the impact ofindependent variable like, (1) Social-Media Use at Workplace (2) Social-Media Use for Socialization, (3) Individual’s Job engagement , (4) Individual’s Organizational Engagement , (5)Individual’s Organizational Commitment , on dependent variable that is Individual’s Job Satisfaction. Methodology & Design This research is conducted on the basis of quantitative method. For collection of data soft and hard copies of questionnaire was distributed among the employees ofeducational sectors of Karachi. Sample size ofthis research is 300. Furthermore to analyze the data Correlation and Regression test were conducted. Findings On the basis of the result there is impact of social media usage in an organization, Individual’s Job engagement, Individual’s Organizational Engagement Individual’s Organizational Commitment on employee’s Individual’s Job Satisfaction of employees. According to this research I analyze that employees are more motivated to use social related social media rather than work-related social media in our country. Limitations This research was limited to Karachi city because of limited time the cost of this research is also limited. These limitations were the reasons that effect the finding and results of this research.