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Research on the effects of social media use by employees on work behaviors is inconclusive and showed mixed findings. To bring clarity to the extant literature, instead of focusing on generic social media use, we focus on a specific social media behavior—communication via social media with coworkers and friends—and theorize that it simultaneously triggers positive and negative effects on work behaviors through the mediation of opposite emotions. More specifically, our empirical study shows that employee communication via social media leads simultaneously to positive behaviors, predicting organizational citizenship behaviors, and negative behaviors, predicting counterproductive work behaviors. Happiness mediates the relationship between communication with social media and organizational citizenship behavior. Fatigue mediates the relationship between communication with social media and counterproductive work behaviors. The negative effects are stronger for communication with friends while the positive effects are more pronounced for communication with colleagues. Results are particularly revealing. Paradoxically, communication via social media makes employees happy and tired at the same time, making them likely to support the organization and coworkers while simultaneously working in counterproductive manner.

PurposeThis paper aims to elucidate some of the complexity around food consumption by drawing from neuroscience research of food as a motivated choice (i.e. a neurobehavioral process sensitive to dopaminergic response to food and environmental cues such as marketing). The authors explore the single and compounded effect of the motivational salience of food's intrinsic reinforcing value tied to its sugar content and that of two marketing food cues, price and in-store display, on actual consumer purchase behavior.Design/methodology/approachThe authors test the above hypotheses in two perceived "healthy" product categories with a wide distribution of sugar content. The authors estimate a within-category model using three years of retail transaction data to test the effect on weekly sales.FindingsThe authors confirm the single effect of each of food's and marketing cues' motivational salience as well as their compounded effect with high-motivational-salience food being less price elastic and more susceptible to in-store display activities.Research limitations/implicationsThis research highlights the need to complement current reliance on unhealthy/healthy perception with finer grained objective evidence linked to the formulation of the food itself and the marketing applied to them.Practical implicationsThe present study findings may help marketing managers and policymakers develop better targeted pricing and display strategies for low- and high-motivational-salience food, attempting to strike a better balance between consumer welfare and commercial performance.Originality/valueThis paper is one of the few that links real-world market outcomes to predictions derived from a unique combination of consumer neuroscience and neurobiology of food, advancing data-driven decisions.