Structural parameter estimate.

The increased usage of social media in organizational settings has raised questions about its effect on job performance. This study explains the interplay between social media usage, transactive memory capability, employee creativity, and job performance within the Chinese organizational context. The rationale for this study stems from the need to understand how social media usage can enhance job performance through cognitive and creative processes within teams. On the basis of earlier literature, the survey questionnaire was designed to collect data and the survey included validated scales to measure these constructs. The data is collected from 816 employees in China via online resources like social media and emails and then Structural Equation Modeling is used for empirical analysis through AMOS software. The findings show the positive impact of social media on job performance while transactive memory capability and employee creativity mediates this relationship. These findings contribute to a better understanding of how social media can be leveraged to improve job performance. Practical implications highlight the importance of fostering transactive memory capability through social media platforms, facilitating employee creativity, and ultimately, bolstering job performance. Additionally, this study underscores the need for organizations to strategically harness the potential of social media as a catalyst for innovation and knowledge sharing, thus optimizing workforce performance in the digital era.