Understanding the social media interactivity paradox: the effects of social media interactivity on communication quality, work interruptions and job performance

Purpose Although social media is widely used for organizational communication, studies have begun to show its controversial effects on job performance in the workplace. To investigate these effects, this study developed a conceptual framework for how social media interactivity affects communication quality and work interruption, as well as how such effects impact job performance. Design/methodology/approach The proposed theoretical model was empirically validated through a survey study of 556 employees in China. Findings The results verified a social media interactivity paradox that indicated social media interactivity increased both communication quality and work interruptions. The results further showed that high levels of social media dependency were a detriment to organizations. Originality/value This study verified the existence of a social media interactivity paradox in the use of social media for workplace communication. Moreover, results revealed that the effect of social media interactivity on organizational outcomes depends on its respective dimensions.