Journal of Engineering Education Transformations
DOI: 10.16920/jeet/2021/v35i2/22069
Year: 2021, Volume: 35, Issue: 2, Pages: 29-45
Original Article
Dr. Sambaji Rao1, Prof. Vijai Nath Giri 2
1School of Commerce, Narsee Monjee Institute of Management Sciences (NMIMS), Dhule Campus, Maharashtra
2Dept., of Humanities & Humanities Social, Sciences Indian Institute of Technology, Kharagpur, West Bengal
*Corresponding Author
Email:1pawar.rao@gmail.com; sambaji.rao@nmims.edu
2vng.iit@gmail.com
vng@hss.iitkgp.ernet.in
Abstract: The aim of the present study is to examine the relationship amongst the three variables i.e., innovative culture (IC), social media (SM) and organizational effectiveness (OE). The study also aims to explore the mediating role of social media on the proposed relationship. Based on the proposed framework, data were collected from 732 faculty of Indian technical education institutions through selfreported questionnaires. The data were tested utilizing Structural Equation Modelling (SEM) technique. The findings revealed positive relationship between IC and OE. Social media indicated a two-dimensional model, namely utilitarian, and hedonic purpose. Further, results indicated that social media for hedonic purpose mediated the relationship between innovative culture and organizational effectiveness. This paper offers significant insights to Higher Educational Institutions (HEIs) that may help the institutions tounderstand the importance of social media that may affect organizational effectiveness. Till date, social media as a mediator has received less attention in the context of technical educational institutions in India. The establishment of social media as a mediator between IC and OE in HEIs is unique.The findings contribute to the existing body of literature on IC, social media, and OE in the non- Western context as the data were collected from the domain of private engineering colleges in India.
Keywords: innovative culture, social media (utilitarian, hedonic), organizational effectiveness
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