IMPACT OF SOCIAL NETWORKING SITES ON EMPLOYEE PERFORMANCE (A CASE STUDY OF GUARANTEE TRUST BANK PLC)
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IMPACT OF SOCIAL
NETWORKING SITES ON EMPLOYEE PERFORMANCE (A CASE STUDY OF GUARANTEE TRUST BANK
PLC)
CHAPTER ONE
INTRODUCTION
1.1. Background
Social networking is creating a dramatic changes or dynamic
in the environment but it’s obvious it is creating changes. Social networking
an online medium of interaction which let people build relations, share ideas,
communicate information and bounding society in sentimental stream. Social
networking is making dramatic growth in dynamic environment of now a day.
People use social networks for catharsis of their human emotions. Motives of
social networking can be different for person to person like; people connect to
LinkedIn for professional purpose, Facebook and MySpace for personal motive,
Twitter for social networking, Personalized Blogs for personal thoughts and
view point. Motive of using social networks can be change but the ultimate
logic of connecting is building social contacts and sharing (Ehrlich, 2011).
Social networking is not only targeting young generation.
It’s tempting and hitting all age groups and generations. The way to use and
respond social networks is not a good thing, nor a bad thing, it’s just a
different thing. Using and connecting to social networks is part and parcel now
a day of everyone’s life. Now people never ask for mail addresses or mobile
numbers instead of that people ask each other for their social network IDs for
carrying on long term contacts (Avalos, S. 2011),
Every organization is using social network sites for their
professional benefits like creating customer relationship. So it becomes the
need and it’s the time for organizations to design workforce according to changing
environments. Organization’s productivity and profits base on its employee’s
performance, and its employees are strongly connecting to social networks. In
other aspects Social networks are creating risks, opportunities, threats,
weaknesses, and strengths for organizations. Risk in a way that social networks
are real time communication mediums, It can communicate and disseminate
information of organization instantly in real timing which organization may
never want to share with people outside the organization. Opportunity in the
context that competitor’s employee shared information about upcoming strategy
at social medium which can be used for organization’s benefit. Threat can be
faced by organizations when its employees discuss internal information of
organization at social networks which can be used by its competitors. Social
networking can be weakness of organization when it affects its productivity
negatively. Same social networking become strength for organizations when it’s
used to build good relationship with employees, to direct them is right way, to
collect information about employee behavior and to train them (Flynn, 2011),
Social networking affect all sectors of the economy as it
affects employee’s skills, productivity, qualification/knowledge and
motivational level. Organizations practice social networking for building
employer-employee relationship by increasing employee’s skills, productivity,
motivational level and knowledge. Organizations evaluate their employees and
manage their contributions to keep organization’s image high through social
networking. Some organizations direct their employees for ethical behavior in
using social networks while they are representator of the organization. For
doing all this organizations are formulating some sort of policies regarding
using of social networking (Flynn, 2011), however, it can be said that social
networking has strong impact on employees’ performance in terms of affecting
the skills, productivity, knowledge and motivation.
Guaranty Trust Bank plc was incorporated as a limited
liability company licensed to provide commercial and other banking services to
the general public of Nigeria in 1990. The Bank commenced operations in
February 1991, and has since then grown to become one of the most respected and
service focused banks in Nigeria (GTB, 2015). In September 1996, Guaranty Trust
Bank plc became a publicly quoted company and won the Nigerian Stock Exchange
President's Merit award that same year and subsequently in the years 2000,
2003, 2005, 2006, 2007, 2008 and 2009. In February 2002, the Bank was granted a
universal banking license and later appointed a settlement bank by the Central
Bank of Nigeria (CBN) in 2003. GT Bank plc has 217 branches, 17 Cash Centres,
18 e-branches, 23 GT Express locations and more than 1141 ATMs in Nigeria.
1.2. Statement of the Problem
Some studies claim that the use of social networking sites
makes employees happier and, therefore, more productive (AT&T, 2008;
Bennett et al., 2010; Leidner et al., 2010; Li & Bernoff, 2008; Patel &
Jasani, 2010) while other studies consider social networking sites use a reason
for reduced productivity since it can waste time and be addictive (Accountemps,
2010; Nucleus, 2009; O’Murchu et al., 2004; Rooksby et al., 2009; Shepherd, 2011;
Wavecrest, 2006). These studies that argue that using social networking sites
reduces productivity in the workplace looked only at the time wasted as a
result of social networking sites use in the workplace and ignored the possible
indirect benefits such as enhanced job satisfaction, higher organizational
commitment, lower absenteeism, higher retention rates, higher innovative
behavior, and increased productivity. As for studies that argue that the use of
social networking sites in the workplace is adding value to organizations, they
did not empirically measure the positive effects of social networking sites use
in the workplace on work-related outcomes.
This study, in turn, attempts to resolve this controversy by
empirically studying the direct and mediating effects of job satisfaction,
organizational commitment, absenteeism, turnover intention, and innovative
behavior on the relationship between social networking sites use intensity and
job performance
1.3. Objective of the Research
The general objective of the study is to evaluate the impact
of social networking sites on employee performance while the following are the
specific objectives of this study:
To find out the impact
of social networking sites on employee performance.
To examine the effect of social networking sites on the
privacy and security of an organization’s information.
To evaluate the potential benefits of social networking sites
for business in an organization.
1.4. Research Questions
What is the impact of social networking sites on employee
performance?
What is the effect of social networking sites on the privacy
and security of an organization’s information?
What are the potential benefits of social networking sites
for business in an organization?
1.5 Research Hypothesis
Ho: There is no significant relationship between social
networking sites and employee performance
Hi: There is a significant relationship between social
networking sites and employee performance
1.6. Significance of the Study
Studying the effect of social networking sites use in the
workplace on employee performance is important for several reasons. First,
professionals in charge of human resource departments will benefit from
understanding the associations elicited by this study. Understanding
relationships between social networking sites use in the workplace and employee
performance and productivity, job satisfaction, organizational commitment,
absenteeism, turnover intention, innovative behavior, and job performance can
help reveal the underlying rationale for organizations to either allow or
disallow the use of social networking sites in the workplace. Organizations are
searching for available means to increase workplace productivity. If the use of
social networking sites turns out to be one of these means, organizations will
be able to add the use of social networking sites in the workplace to their
arsenal of practices to enhance job satisfaction, organizational commitment,
absenteeism, turnover intention, innovative behavior, and ultimately job
performance. Second, this study contributes to social networking, employee
performance, job satisfaction, organizational commitment, absenteeism, turnover
intention, innovative behavior, and job performance literature.
The findings of this study will reveal whether the belief
that happy workers work harder holds in the context of social networking sites
use in the workplace..
1.7. Scope and Limitations of the Study
The focus of the study is on the impact of social network
sites on employee performance will make use of data obtained from this research
to conclude and establish whether the use of social network sites actually
results in low productivity or enhances it. Due to the nature and the subject
of the study only educated workers will be involved in the category of workers
that are more likely to use the internet as part of their work and during this
course make use of social network site as a side entertainment. Workers could
be exposed to issues such as network security, cybercrime, pornography, online
marketing and advertisement and this study will be touched all these areas
considering the previous literature on the subject area.
1.8 Definition of Terms
Social Media: A social networking site is a platform to build
social networks or social relations among people who share similar interests,
activities, backgrounds or real-life connections.
Web Site: A website is a set of related web pages typically
served from a single web domain.
Employee: An individual who works part-time or full-time
under a contract of employment, whether oral or written, express or implied,
and has recognized rights and duties.
Employee Performance: The job related activities expected of
a worker and how well those activities were executed.
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