Effectiveness of Internal Social Media Usage on Employee-Organization Relationship: A Case Study of Tourism Fund – Kenya

Abstract

The main objective of the study was to evaluate the effectiveness of internal social media usage in influencing employee-organization relationship, with consideration of the moderating role of organizational culture at Tourism Fund– Kenya. The specific objectives were to determine the extent of internal social media usage, assess the influence of internal social media usage on communication, collaboration, content sharing, and knowledge sharing, and analyze the relationship between internal social media usage and employee-organization relationship, and to investigate the role of organizational culture in moderating the relationship between internal social media usage and employee-organization relationship. The study was anchored on the Social Exchange Theory. The study adopted a cross-sectional case study, targeting a population is made up of 122 employees at the Tourism Fund, Kenya based in Nairobi head office. Census sampling method was used and data gathered using online questionnaire and codebook. Data analysis involved descriptive statistical techniques. The findings indicated that the most used platforms were WhatsApp and Zoom; there existed relationship between internal social media usage and employee-organization relationship, and organizational culture fosters the relationship between internal social media usage and employee-organization relationships at Tourism Fund – Kenya. Textual analysis it was revealed that internal social media usage themes of collaboration, content sharing, communication, and knowledge sharing were well illustrated.The study recommended that management at Tourism Fund – Kenya should formulate internal social media policies to enhance the usage of internal social media for communication, collaboration, content sharing and knowledge sharing among the employees and management.