Improving Job Performance Through Social Media: The Mediating Role of Transactive Memory Capability

Abstract

This research examines the effects of social media use on job performance, transactive memory capability (TMC) and the role of transactive memory capability as a mediator between job performance and social media use. The study is conducted on the teaching faculty member in the North of India's public universities. A snowball sampling has been employed, and 608 respondents who met the study's selection criteria have been identified. The hypothesis and numerous interactions between variables of this study were tested using Structural Equation Modeling. It has been found that social media has a significant and positive impact on job performance. This study has also indicated a partial mediating role of TMC in the relationship between social media use and job performance. The study adds to the empirical literature by demonstrating the positive effects of social media use by the teaching faculty on TMC development and job performance. It highlights that social media can be considered a legitimate communication tool to increase workplace connectivity. Faculties should understand how social media generates transactive memory capability so that they can use it more effectively. It also fills the gap by considering TMC among teaching faculties working together to store, retrieve and share data through social media in Indian Public universities.