عنوان مقاله [English]
This study aims to investigate the multi-level analysis of social media impact strategies on employees' job performance because organizations are multi-level systems. Today, with the development of information and communication technology, social media has been used as one of the most important tools by organizations. In terms of purpose, it is applied and in terms of research method, it is descriptive-correlation. The statistical population of this study is the employees of Jihad Agriculture Organization of Qazvin province. Through Cochran's formula by stratified sampling of 20 managers and 194 employees, the reliability of the questionnaire was calculated by calculating Cronbach's alpha and CR index and its validity was confirmed by content validity, convergent and divergent validity methods. The results showed that social media has a positive and significant effect on human capital at the organizational level and ultimately on job performance at the individual level. Analysis of the impact of human capital (at the organizational level) on the individual level variable, ie employee job performance using normal methods Regression is impossible and therefore multi-level analysis was used to identify this effect at two different levels. The data are also analyzed using Hierarchical Linear Analysis (HLM) software. The output of the software confirms the multilevel relationships of the research variables. Also, the effect of mediating variables was measured using Sobel test and its intensity was measured by Waf test. The results show that human capital has a significant effect on job performance, also confirmed the results of the effect of mediating variables.