Role of Social Media in Improving Organizational Performance-A Study in the Indian IT Sector

ABSTRACT The present study intends to explore the impact of social media on organizational performance in the IT sector of Tricity and Delhi NCR region. The data collected from lower and middle level employees was analyzed using correlation and regression analysis and the results highlighted that social media and organizational performance are positively and significantly correlated. The findings also revealed that social media has a significant affect on organizational performance. The present study will help the practitioners and strategy makers to highlight the significance of social media in the IT sector and to explore efficient social media tools for improving their organizational functions.