SOCIAL MEDIA: AN INSTRUMENT TO STRENGTHEN EPERSONALITY IN THE ORGANIZATIONAL CITIZENSHIP BEHAVIOUR TO IMPROVE QUALITY OF WORK LIFE BALANCE

Abstract

The purpose of current study is to analyse different dimensions of the organizational citizenship behaviour and quality of work life balance. Meanly social media has formed virtual all time connections and communication involving formal and informal elements which plays important role in personal involvement and attachment which adds value to the organization and employee also. Organizational citizenship behaviour closely related to Quality work life balance is emerging era to implement and develop new models which can have significant impact on organizational outcome. Earlier study focuses on internal usage of social media but not external reliability, dependability as part of strength of communication. Day by day, the challenges of employee work environment are drastically changing and increasing. Different dimensions due to demographical characters, task variety, team variety and advancement in standards, structures, availability in resources and technology demands thorough study on unique identification of employees for development in their organizational citizenship behaviour. Social media provides participative platform to open up collective voice and to harmonize democratic environment improving organizational citizenship behaviour. It builds e personality of the employee with cardinality which contributes to both work and life quality and in business and project organisations it differs. The researcher aims to elaborate and study the same.