Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Is Smartphone Loafing Energizing, Creative, Innovative and Productive at the Workplace?

Author(s): Fouzia Hadi Ali and Ahmed Muneeb Mehta

Purpose: The growing trend of smartphone usage nowadays has raised a debate on whether its excessive use is counterproductive or not at workplaces. The present study aims to assess whether smartphone loafing helps to replenish lost energies and enhance employees' performance by improving their creative and innovative work behaviour. Methodology: To test this hypothesis a survey was held from 630 employees through a 63-item structured questionnaire. The results were evaluated by testing a sequential model through Smart PLS SEM 3.2 software. Findings: The results indicate that smartphone loafing activities reduces job burnout that improves employee performance through enhanced creative and innovative work behaviour. Implications: These results suggest the policymakers become understanding while dealing with such non-work related behaviour and introduce a culture that is tolerant to accept short breaks as a norm in the workplace. Originality: As studies provide a limited scope on the positive sides of smartphone loafing so this study provides a holistic sequential understanding of the outcomes of such behaviour.

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