The Effect of Tertius Iungens Orientation on Knowledge Sharing Activity in Social Media

This study examines the effect of tertius iungens orientation on knowledge sharing activity within a social media environment. In addition, the study also introduces, based on the social cognitive theory and social capital theory, individual and social factors which influence tertius iungens orientation and knowledge sharing activity in social media. The research model was assessed using data collected from 234 respondents and the structural equation model with LISREL 8.70. The empirical analysis revealed that knowledge self-efficacy, social interaction ties, and norm of reciprocity positively influenced tertius iungens orientation and knowledge sharing activity in social media, while enjoyment of helping was found to only have an insignificant influence on these factors. In addition, tertius iungens orientation had a significant impact on knowledge sharing activity in social media, which in turn influenced individual job performance. Based on the results of this analysis, this study discusses the research findings and proposes the theoretical and practical implications.