Leveraging social media capabilities and digital fluency to foster employee green innovation behavior: from a social cognitive theory perspective

Social media plays a pivotal role in enhancing innovation by fostering interaction, communication, and knowledge exchange among organizational employees. Grounded in social cognitive theory, this study asserts that social media capabilities, characterized as exploration and exploitation, positively affect employee knowledge reuse and green innovation behavior. Additionally, it investigates digital fluency as a moderator in the relationship between social media capabilities and knowledge reuse. Time-lagged data collected from employees and supervisors in China support the hypothesized model. The results indicate that both social media exploration and exploitation capabilities, when harnessed at varying levels, significantly influence knowledge reuse, thereby enhancing employee green innovation behavior. Furthermore, digital fluency was found to moderate the relationship between these social media capabilities and knowledge reuse. These findings offer practical implications and insights for both theory and application, which are elaborated upon in the subsequent sections. © The Author(s), under exclusive licence to Springer Science+Business Media, LLC, part of Springer Nature 2024.

Leveraging social media capabilities and digital fluency to foster employee green innovation behavior: from a social cognitive theory perspective Academic Article in Scopus