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<p>The increasing use of social media in organisations brings both opportunities and risks for employees. This study examines the dual effects of technostressors in the context of professional social media use based on a&#xa0;quantitative survey of 66&#xa0;full-time employees from marketing, communications and sales. Based on the challenge-hindrance stressor model, two categories of technostressors were examined separately. The results show that hindrance technostressors have a&#xa0;significant negative impact on employee well-being and job satisfaction, while challenge technostressors promote social media-based productivity without compromising well-being. AI literacy acts as a&#xa0;supportive resource but does not have a&#xa0;direct moderating effect. The study provides practical implications for managing social media use: companies should reduce hindering stressors through clear work instructions, technical support and skills development, while productive challenges can be used in a&#xa0;targeted manner. Promoting AI skills strengthens employees’ ability to deal with technological requirements and effectively utilise the potential of social media.</p>

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Social-Media-Technostressoren und KI-Kompetenz: Von hinderlichen Belastungen zu produktiven Herausforderungen am Arbeitsplatz

  • 期刊论文

  • 发表日期：

    2026年4月27日

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  • Hasan Koç,
  • Sofia Moumile

摘要

The increasing use of social media in organisations brings both opportunities and risks for employees. This study examines the dual effects of technostressors in the context of professional social media use based on a quantitative survey of 66 full-time employees from marketing, communications and sales. Based on the challenge-hindrance stressor model, two categories of technostressors were examined separately. The results show that hindrance technostressors have a significant negative impact on employee well-being and job satisfaction, while challenge technostressors promote social media-based productivity without compromising well-being. AI literacy acts as a supportive resource but does not have a direct moderating effect. The study provides practical implications for managing social media use: companies should reduce hindering stressors through clear work instructions, technical support and skills development, while productive challenges can be used in a targeted manner. Promoting AI skills strengthens employees’ ability to deal with technological requirements and effectively utilise the potential of social media.