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Study of mediation effect of affinity in defining relationship between social media and career decisions of Gen-Z

Bhore Milind, Tapas Poornima

Management

2022

Vol. 26, no. 2

97--117 (*)

Gen-Z leverage social media to showcase their skills and talent to ensure good career opportunities. The objective of this research is to study the mediation effect of affinity towards social media in defining relationship between social media and career decisions made by Gen-Z. Purposive sampling technique is used to collect responses from 500 Gen-Z. Structural dependence relationship between the constructs has been analysed using Structural equation modelling (SEM) technique. Mediating effect has been studied using Bootstrapping technique. The model’s validity and reliability has been examined by using Confirmatory Factor Analysis Results show Gen-Z demonstrate affinity towards social media reviews and make career decisions based on them. Mere usage of social media does not influence their career decisions but the affinity towards social media plays a mediating role between usage and career decisions. Findings of this empirical research will help HR managers in redefining of hiring strategy and help attract Gen-Z talent by leveraging social websites. This research is a value addition as limited research work is available in this matter and help managers in redefining the HR and Talent strategy.