The impact of social media use on organisational performance through knowledge management

Knowledge in organisations is seen as a source of competitive advantage. Organisations have used social media (SM) as a communication tool due to benefits of this use for knowledge management (KM). SM is expected to optimise KM processes, increasing organisational performance (OP). This study aims to analyse the impact of SM use on KM processes and OP. Through a survey, data were collected from 325 respondents. The results show that the use of SM impacts the OP and that the processes of acquisition, conversion, and application of knowledge support this relationship. However, the impact of knowledge protection on OP was not significant and did not mediate SM use. The research model contributes to KBV by understanding SM use's impact on KM processes and these processes in OP. This study's results indicate the need for future studies to understand why the relationship between knowledge protection and OP has not been confirmed.