Social Networking Sites for Success: A UTAUT-Based Investigation into University Employee Performance Enhancement

Abstract

Social networking sites (SNS) have the potential to improve employee performance among university employees in Malaysia. This study delves into the potential of SNS as a means for enhancing employee performance, guided by the Unified Theory of Acceptance and Use of Technology (UTAUT). Leveraging targeted advertisements to augment performance, the research analyzes a sample of 299 university employee participants in Malaysia through a convenience sampling approach, employing SmartPLS analysis to explore the intricate relationships among technology adoption, advertisement effectiveness, and employee performance. The study reveals the significant impact of UTAUT constructs on technology acceptance and highlights the substantial influence of strategically placed advertisements on SNS engagement. The findings underscore the dynamic interplay between technological acceptance, advertisement efficacy, and enhanced employee performance. The implications of this research are noteworthy, offering organizations actionable insights for leveraging SNS platforms and tailored advertisements to optimize workforce productivity and elevate overall performance outcomes. This study contributes to the understanding of how SNS technology adoption among university employees can be a potent tool in shaping organizational success through improved employee performance.