Title: The use of social media for knowledge sharing in businesses: mediating effect of market orientation and user-generated content

Authors: Piyumi Seneviratne; Ravindra Hewa Kuruppuge; Hotniar Siringoringo

Addresses: Ministry of Power and Energy Sri Lanka, Colombo 07, Sri Lanka ' Department of Operations Management, Faculty of Management, University of Peradeniya, 20400, Sri Lanka ' Gunadarma University, Jakarta, Indonesia

Abstract: The key objective of this research is to identify the behaviour of market orientation and user generated content for the relationship between features of social media and knowledge sharing. Data was collected using questionnaire five-point Likert scale. The Stata 14 package was utilised for the purpose of data analysis to determine the mediating effect of market orientation and user generated content variables. The medsem package was utilised to determine the indirect effect of mediating variables. The results of the study emphasise that market orientation does not have a significant mediating effect for the correlation between features of social media and knowledge sharing. User-generated content has a strong mediating effect for the correlation between features of social media and knowledge sharing. The user-generated content is more influential for the adaptation of efficient communication to reach maximum knowledge sharing. More knowledge sharing is possible when more user-generated content is created for the optimisation of businesses.

Keywords: knowledge sharing; social media; user-generated content; market orientation.

DOI: 10.1504/IJKMS.2025.146089

International Journal of Knowledge Management Studies, 2025 Vol.16 No.1, pp.61 - 76

Received: 30 Apr 2023
Accepted: 06 Sep 2024
Published online: 06 May 2025 *

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