Museerah JavaidFA17-RBA-007LHR TP 6038Dr. Asma Imran2026-03-102020https://repository.cuilahore.edu.pk/handle/123456789/2692The research aims to investigate the impact of social media usage on job performance by studying the employees of Apparel sector of Pakistan. The major objective is to find out the mediating impact of Organizational Commitment, Absenteeism and Job Satisfaction on the relationship between Social Media Usage Intensity (SMU) and Job Performance (JP). Also, the research aims to find the moderating effect of Organizational Climate (OC) on the relationship between Social Media Usage Intensity (SMU) and Job Performance (JP). The researcher integrates Social Exchange Theory, Social Cognitive Theory and Resource based View Theory to examine the relationships between the variables. To fulfill the purpose of the study, quantitative research is being used for the study. The target population include the employees working in Apparel sector of Pakistan. The researcher chooses 200 respondents as a sample size of the research. For this study, the researcher uses questionnaire as a primary data collection method and uses SPSS to conduct statistical analysis. According to the results, Social Media Usage Intensity is positively associated with job performance. Organizational Commitment and Job Satisfaction mediate the relationship between Social Media Usage Intensity (SMU) and Job Performance (JP). In addition, Absenteeism negatively mediates the relationship between Social Media Usage Intensity (SMU) and Job Performance (JP). Moreover, Organization Climate negatively moderates the relationship between Social Media Usage Intensity (SMU) and Job Performance (JP).enDr. Asma Imranfa17Department of Management SciencesManagement SciencesSocial Media Usage Intensity (SMUI)Job Performance (JP)Organizational Climate (OC)Organizational Commitment (OCOM)Absenteeism (ABS)Job Satisfaction (JS).Thesis