SOCIAL MEDIA ADDICTION AND SOCIAL MEDIA REACTION: THE IMPLICATIONS FOR JOB PERFORMANCE

Abstract

Purpose The purpose ofthe study was to examine the impact of social media addiction, social media reaction on work-life balance, job burnout and subsequently on job performance. We look into how social media usage in the workplace affects job performance, with a particular emphasis on how job burnout and work-life balance are affected by employees' social media addictions Methodology & Design To test the proposed model, data was collected with the help of five point liker-scale survey questionnaire from 250 employees of different demographics. Subsequently, the data was analyzed using partial least square structural equation modelling (SEM). Findings The results depicted positive relation between social media addiction and work-life balance. The findings also showed that there is no relation between social media addiction and job burnout. Both social media reaction and work-life, social media reaction and job burnout showed significant associations. Job burnout and work-life balance was also supported according to the results ofstructural model analysis. Limitations The limited time to collect the data, which also led to collection oflimited data were the major limitations ofthis study. The data collection was limited to Karachi and only a few respondents from other cities, such as Islamabad, Peshawar, and Rawalpindi. Due to this, the study cannot be generalized on a national level. A limitation of using questionnaire as the only source of data collection was also faced by the researcher, neglecting interviews, and focus groups as a data collection method. Recommendations We appreciate further research on how social media create diverse emotional feelings among the social media users. Considering our research is this construct, therefore we incorporate social media reaction into a single variable. However, there is a differences in anger, sadness depression, frustration, contentment, satisfaction, pleasure, happiness, and other kinds of emotional phases.