Articles
DOI DOI: 10.5281/zenodo.18435932

The Use of Social Media During Working Hours and Organizational Performance. Economic and Managerial Implications in the Private Sector

Imran Haziri1
  1. 1 Public University “Kadri Zeka”, Gjilan, XK

Abstract

Social media has become embedded in daily work routines, shaping communication
patterns and affecting attention, task execution, and exposure to digital risks. While
social media can support information exchange and social capital, its uncontrolled use
during working hours may reduce effective labour utilisation and generate measurable
economic costs. This study examines the prevalence and patterns of social media
use during working hours and explores their managerial and economic implications
for organisational performance in the private sector. A structured questionnaire was
administered to 50 private-sector employees. The results show that 78% of respondents
use social media during working hours, and 76% report an absence of clear organisational
rules regulating such use. Instagram (34%), Facebook (26%), and TikTok (20%) are
the most frequently used platforms, indicating a predominance of entertainment- and
feed-based applications. Beyond productivity concerns, 52% report that social media
affects mood, and 32% report experiencing online blackmail, signalling non-trivial
psychosocial and cybersecurity risks. Using a conservative wage-cost illustration
anchored on a €350 gross monthly salary, the study estimates that 30 minutes of nonproductive use per day among affected employees can imply annual wage-cost losses
exceeding €10,000 for an organisation of similar size, excluding additional hidden
costs such as switching times, errors, and reputational exposure. The analysis further
argues that reduced effective workforce capacity may strengthen managerial incentives
toward process automation and technological substitution, potentially contributing to
workforce reduction or non-replacement dynamics. The paper concludes with actionable
governance recommendations, emphasising outcome-based performance management,
digital awareness, and proportional policies that protect productivity while avoiding
counterproductive overtsurveillance.

How to Cite

Haziri, I. (2026). The Use of Social Media During Working Hours and Organizational Performance. Economic and Managerial Implications in the Private Sector. Transnational Academic Journal of Economics, 3(1), 143–162. https://doi.org/10.5281/zenodo.18435932
Endnote/Zotero/Mendeley (RIS) BibTeX

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