Date of this Version
Purpose –This study investigated factors affect the use of Twitter by Pakistani journalists and to what extent Twitter usage impact on their job performance.
Design/methodology/approach –This study opted for a quantitative survey research design. The theoretical lens used in this study was the Theory of Planned Behavior (TPB), extended to include the impact of Twitter usage on job performance. A pilot-tested structured questionnaire was used to collect data from the journalists working in the mainstream media houses of Pakistan.
Findings – The study’s findings revealed that the majority of the journalists leveraged the platform for tweeting and to read tweets. From the linear regression results, it was found that Twitter usage intention is influenced more by usefulness compared to perceived behaviour control, subjective norms and attitude. Moreover, the journalists’ behavioural intention was found to be a stronger predictor of Twitter usage compared to the other factors. Overall, the results denote that attitude, subjective norms, perceived behaviour controls, and behaviour intention significantly affect the journalists’ Twitter usage that improves their job performance.
Originality/value – To the best of our knowledge, this is the first study conducted on Pakistani journalists’ Twitter usage and its impact on job performance by employing established theoretical lens.