The Impact of Social Media Usage on Organizational Citizenship Behavior in Small and Medium-Sized Enterprises in Ho Chi Minh City: The Mediating Role of Work Engagement and the Moderating Role of Digital Literacy
Main Article Content
Abstract
Purpose – This study investigates the impact of Social Media Usage (SMU) on Organizational Citizenship Behavior (OCB) in small and medium-sized enterprises (SMEs) in Ho Chi Minh City, examining Work Engagement (WE) as a mediating variable and Digital Literacy (DL) as a moderating factor. Grounded in Social Exchange Theory and the Job Demands–Resources (JD–R) model, the research aims to integrate emerging digital factors into organisational behaviour models to better understand the psychological and behavioural outcomes in digitally transforming workplaces.
Design/methodology/approach – A quantitative survey design was employed, targeting 702 employees from SMEs in Ho Chi Minh City. Measurement scales for SMU, WE, OCB, and DL were adapted and refined through expert consultation. Data were collected via a 5-point Likert questionnaire and analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4. Reliability, convergent validity, and discriminant validity were assessed before hypothesis testing.
Findings – All five hypotheses (H1–H5) were supported at p < 0.01. SMU demonstrated a strong positive direct effect on OCB (β = 0.654) and WE (β = 0.548). WE positively influenced OCB (β = 0.189) and partially mediated the SMU–OCB relationship (β = 0.104). Notably, DL negatively moderated the SMU–WE link (β = –0.059), indicating that employees with higher DL rely less on SMU for engagement, while lower-DL employees benefit more from SMU as a support channel.
Practical implications – Organisations should strategically design SMU initiatives to foster engagement and OCB, customise interventions based on employees’ DL levels, and provide targeted training in digital ethics and data protection. Managers should integrate SMU with job design, recognition practices, and empowerment opportunities while monitoring underrepresented forms of OCB.
Originality/value – This research contributes to organisational behaviour scholarship by bridging digital transformation and workplace citizenship, highlighting the dual role of SMU as both a direct driver of OCB and an indirect driver through WE, and uncovering the nuanced, negative moderating role of DL in SME settings in Ho Chi Minh City.
Keywords: Digital Literacy, Organizational Citizenship Behavior, Social Media Usage, Work Engagement.
Keywords
Organizational Citizenship Behavior; Social Media Usage; Work Engagement.; Digital Literacy
Article Details
Field of Economic (JEL Codes)
M00 - General - General
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