New Publication: Explores Social Media Use, Technostress, and Employee Well-being

A new academic article co-authored by Prof. Dr. Hasan Koç and Sofia Moumile, alumna of Whitecliffe University of Applied Sciences (Berlin Campus), examines how the professional use of social media affects employees in today’s digital workplace.

The article focuses on full-time employees working in marketing, communications, and sales, and explores the relationship between social media use, technostress, productivity, job satisfaction, and well-being.

About the Study

Social media has become an important part of many professional roles, especially in fields where communication, visibility, customer interaction, and digital engagement are central to daily work.

The study looks at how employees experience the demands connected to professional social media use. It examines how different types of technostress can affect employees in different ways.

The study shows that hindrance technostressors can negatively affect employee well-being and job satisfaction.

At the same time, challenge technostressors can support social media-related productivity without negatively affecting well-being.

The article also highlights the role of AI competencies as a valuable resource for improving productivity in digital work environments.

The findings offer practical insights for organisations where social media is part of employees’ professional responsibilities.

They point to the importance of understanding how digital tools, social media platforms, and AI-related skills influence the working experience of employees.

For teams in marketing, communications, and sales, the study provides a useful perspective on how to manage social media use in a way that supports productivity while paying attention to employee well-being.

This publication reflects the ongoing research engagement of faculty and alumni connected to Whitecliffe University of Applied Sciences (Berlin Campus).

It also highlights the contribution of Sofia Moumile, alumna of the Class of 2023, as co-author of the article.

The full article is available on Springer and published in German: 

https://link.springer.com/article/10.1365/s40702-026-01273-0