Investigation of the relationship between organizational identification and the usage and gratifications of social media (Mersi̇n Metropolitan Municipality)

According to social identity theory, as a member of a group, individuals integrate their identities with the group they belong to over time. The concept of identification based on social identity theory was formed by adapting this situation to the working groups. Organizational communication is thought to be effective in order to achieve organizational identification. Technological developments have brought communication to a different dimension. According to the usage and satisfaction theory that the users are active and their communication preferences are determined by the users, individuals get various satisfaction from the communication tools. In this study, the relationship between organizational identification and social media uses and satisfaction was investigated. 279 employees participated in this study on Mersin Metropolitan Municipality employees. Organizational Identification Scale and Social Media Uses and Satisfaction Scale were used in the study. Pearson correlation analysis was used to determine the relationship between organizational identification and social media use and satisfaction. As a result of the analyzes, a significant positive correlation was found between organizational identification and social media usage and satisfaction.