Abstract:
The goal of this research is to study the mediating role of market orientation and user-generated content for the correlation between user-friendly, security, & communication features pertaining to social media and knowledge sharing. Today, customer relations in online businesses are dependent on how well they can identify the needs of customers. Strategic alteration of the influence of social media features is crucial to obtain the optimum benefits of knowledge sharing. The agile environment prevailing in many businesses requires spontaneous responses to knowledge-sharing needs. A sample of 112 online businesses operating on social media platforms was selected using a simple random sampling technique fo r this research study. The results of the study elaborate that market orientation does not have a significant mediating impact on the relationship between the feature of user-friendliness and knowledge sharing, while user-generated content mediates the relationship between all social media features and knowledge sharing. The impact of the mediating effect of user-generated content is considerably higher for the adaptation of the communication component of social media features for the purpose of maximizing knowledge sharing. This study provides an understanding to business organizations on what dimensions should be bolstered strategically to reach the optimized level of knowledge sharing that is required for the performance of business organizations.
