RESEARCH ON THE IMPACT OF EMPLOYEES’ SOCIAL MEDIA USE ON AMBIDEXTROUS INNOVATION

With the rapid development of social media, employees' use of social media in the workplace has a significant impact on communication, interaction, and information sharing among employees and between employees and organizations. Therefore, this study selects employees as the research object, based on UGT and ambidextrous innovation theory, comprehensively considers the different use purposes of social media, and explores the influence mechanism of social media use on ambidextrous innovation from the level of employees. The understanding of the boundary conditions of employee social media use for ambidextrous innovation has deepened. By combing existing literature, designing questionnaires, collecting data, and using a variety of data analysis tools for correlation analysis, this study draws the following main conclusions: employees' use of social media and its three dimensions all have a significant positive impact on ambidextrous innovation; innovative atmosphere plays a positive moderating role in the impact of employees' social media use on ambidextrous innovation. This study verifies the positive impact of employees' use of social media and its different dimensions on ambidextrous innovation, reveals the specific effects of social media use within enterprises, and improves the research framework for social media application within enterprises.