The usage of social media (SM) has become a crucial element of knowledge work. In the digital age, SM has been widely used to foster relationships and break down communication barriers. Therefore, it is important to understand how serial mediation of organizational communication and social capital influence the relationship between academicians' use of SM and their job performance. The study provides a thorough explanation of the underlying mechanisms linking SM use and job performance by integrating Social Capital Theory and the Stimulus–Organism–Behavioural Consequence theory.
This study used purposive and snowball sampling to gather data from 443 academicians working at Indian public universities using a quantitative research design. Using SPSS AMOS, the proposed model's validity was verified. The most appropriate research participants were identified through data gathering using both online and offline surveys.
The findings of structural equation modelling show that SM usage has an indirect effect on academicians' Job Performance through organizational communication and social capital (social structure, relational and cognitive).
Results of the study offer academicians and higher education establishments some valuable management strategies that can boost social capital and organizational communication while likewise encouraging academicians' job performance by means of SM.
By emphasizing a valuable implication of SM usage, particularly in the setting of higher education institutions, this study makes a substantial contribution to the body of existing literature. The study also incorporates two theories, which make it unique and offer a deeper perspective on SM use in higher education.
