The Impact of Social Media Usage on Job Performance of University’s Supporting Staff: The role of job satisfaction as the mediating variable

Abstract

The purpose of this research was to examine the impact of social media usage on job
performance, both direct and indirect effects through job satisfaction. The questionnaire was
employed as a tool to collect the data from 271 supporting staffs of three universities in Muang
district, Songkhla province including Songkhla Rajabhat University, Thaksin University, and
Rajamangala University of Technology Srivijaya. The statistics used for analyzing data
included confirmatory factor analysis (CFA) and structural equation modeling (SEM). The
results showed that the developed structural equation model fits the empirical data as
X²/df = 2.366, Comparative fit index = 0.969, Tucker-Lewis index = 0.958, Root Mean Square Error of
Approximation = 0.071, and Standardized Root Mean Square Residual = 0.038. The findings
revealed that 1) social media usage had a positive and significant impact on job satisfaction
and job performance and 2) social media usage had an indirect effect on job performance
through job satisfaction. Therefore, these results suggested that the organizations or the
universities should realize the social media usage policies in the workplace to create positive
effects for both employees and organizational outcomes.