Purpose: The purpose of this study is to examine the direct impact of knowledge
donating behaviour on employees’ productivity and an indirect effect through social
networking technologies. Social networking technologies play a vital role in the
growth and learning of individuals and organizations in today’s competitive
business environment. Recently, advancement in social networking technologies has
brought a paradigm shift in the overall business environment and specific
operational requirements. This study aimed to investigate the role of social
networking (SN) between knowledge donating behaviour (KD) and employees’
productivity (EP).
Methodology: For this purpose, data were gathered from targeted respondents
belonged to the Universities and Banks located in the Northern Punjab region of
Pakistan. Structural Equation Modelling technique using the SmartPLS was carried
to statistically analyse the responses.
Findings: The results showed that the hypothesized relationship between knowledge
sharing behaviour (KSB) and employee’s productivity was significant and positively
related, while social networking played a significant mediating role between this
relationship.
Implications: The findings provided useful insight to the managers and
policymakers for planning effective use of social networking technologies to craft
knowledge sharing behaviour among employees to create efficiencies and intended
outcomes.
Originality: The study has uniquely focused merging phenomenon of knowledge
sharing behaviour in the service sector of Pakistan, specifically among academic and
financial sector by exploring the impact of social networking technologies and
provide valuable future direction for researchers to further extend the underlined
idea in the wake of current Covid-19 Pandemic.