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Wissawa Aunyawong
Jenette Villegas Puyod
Thapanat Buaphiban
Kiatkulchai Jitt-Aer


Nowadays, the internet becomes part of our daily life. The internet-based applications play an integral role in our personal as well as work related matters. The research on the role of social media use in the workplace is of the interest of many scholars. Employee engagement topic has also been studied extensively. However, little is known about the association between these two concepts. This research aims to explore whether the employees intend to use LINE application for both personal and work purposes and to investigate the effect of social media use, particularly, LINE application, for work-related and personal-related matters on the employee engagement in term of their vigor, dedication, and absorption at work. This researched targeted at lecturers in both private and public universities in Bangkok. The results from the multiple regression analysis found that LINE app used for personal related internal communication has negative effects towards vigor, dedication and absorption, which means that the higher the lecturers use LINE app in sending personal communication the lesser it has an effect on their performance of their jobs in terms of vigor, dedication and absorption. On the contrary, LINE app used for work-related matters have shown positive relationships towards the components of employee engagement. These findings suggested that the use of LINE app for personal use should be done not within the context of work in order to boost the engagement in the company.

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