The Role of Social Capital in the Effectiveness of Using Social Media in Workplace on Job Engagement and Organizational Identification

The use of social media in workplace has had various effects on the employees’ attitudes and behaviors. Thus, studying the process and consequences of the social media effect is of utmost importance. The purpose of the present study was to investigate the effect of using social media in workplace on job engagement and organizational identification of employees. To this end, the moderating role of organizational social capital was also examined. This descriptive-correlational study was applied in terms of purpose. The statistical population involved the 410 Digikala electronic business experts, out of which 200 participants were selected using simple random sampling. The required data was collected using a questionnaire and was analyzed using partial least squares structural equation modeling. The results of the study showed that the use of social media has positive significant effects on organizational social capital, job engagement, and organizational identification. Moreover, it was revealed that the use of social media in workplace is also effective on job engagement and organizational identification through the moderating role of organizational social capital.