Impact of social media usage on social media fatigue and employee productivity: Moderating role of gender

Social media usage is constantly increasing in organizations and users are experiencing some level of social media fatigue. This graduate thesis aim is to explore and look over the relationship between social media usage on social media fatigue and effect on productivity level by employee and furthermore, moderating role of gender. Primary data was collected through online questionnaires by those working in Ghana, of which 435 responded and 415 were eligible to be used to test the hypothesis to get the result. Structural Equation model method was employed in the data analysis. The results suggested that, social media usage has positive influence on social media fatigue and employee productivity decrement. Social media fatigue has a positive influence on employee productivity decrement and mediate the link between social media usage and employee productivity decrement. The theoretical and practical implications, limitations of the present study and agenda for future studies are presented and discussed.