UNDERSTANDING THE ROLE OF SOCIAL MEDIA IN SHAPING EMPLOYEE PRODUCTIVITY: A QUALITATIVE STUDY OF A TELECOMMUNICATION INDUSTRY IN KLANG VALLEY
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UNIVERSITI MALAYSIA SARAWAK
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This research investigates the impact of social media usage on employee productivity within the telecommunication sector in Klang Valley, Malaysia. As social media becomes increasingly embedded in professional environments, its dual role as both a productivity tool and a potential distraction has sparked debate. Employing a qualitative research design, this research utilises semi-structured interviews with six experienced human resource professionals to explore the contextual dynamics of social media usage during work hours. Thematic content analysis, guided by Braun and Clarke’s six-step framework, reveals that while social media facilitates knowledge sharing, professional development, and workplace collaboration, it also poses risks such as distraction and reduced task efficiency when misused. The findings are interpreted through the lens of the Theory of Planned Behaviour, highlighting how attitudes, subjective norms, and perceived behavioural control influence employees’ engagement with social media. This research contributes to the theoretical understanding of digital behaviour in organisational settings and offers practical insights for developing balanced workplace policies that optimise the benefits of social media while mitigating its drawbacks. Recommendations include the implementation of clear usage guidelines, training on digital self-regulation, and fostering a culture of responsible media engagement.