社交媒体不同于传统媒体，用户可以自己发布内容并共享到社交媒体，即“用 户生产内容（User Generated Content）”，它是基于用户社会关系的信息生产和共 享的平台。 社交媒体一方面能够扩大知识流通的范围和加快知识流通的速度，为 知识共享提供了便利的条件，促进员工的知识共享行为； 另一方面， 社交媒体可 以加强人与人之间的联系， 有效促进社会网络关系的建立和维持，形成人际间的 信任， 这些方面会对知识分享尤其是隐性知识分享有积极的影响。 在知识共享的 过程中，知识提供者对现有的知识进行深化加工，为创新创造的产生提供必要条 件，对员工创造力有积极的影响。 本文系统地梳理了国内外学者对社交媒体、知识共享和员工创造力的研究成 果， 通过分析社交媒体、知识共享和员工创造力之间的关系， 认为社交媒体与员 工创造力之间存在显著的关系， 同时， 社交媒体对员工创造力的影响是通过知识 共享实现的，知识共享是社交媒体与员工创造力之间的桥梁，即知识共享在之间 具有中介作用。 从而提出了以下研究假设：（1） 社交媒体能够显著正向影响员工 创造力；（2）知识共享能够显著正向影响员工创造力；（3） 社交媒体能够显著正 向影响知识共享；（4）知识共享是使用社交媒体和员工创造力之间的中介变量。 针对社交媒体、知识共享和员工创造力之间关系的提出的研究假设，本文通 过问卷调查的方法获取研究数据并做了实证研究， 对数据进行分析和处理，验证 数据的信度和效度，分析各变量之间的相关系数，构建回归方程验证了本文提出 的 4 点假设， 数据分析的结果支持了以上全部假设。因此，可以得到研究结论： 社交媒体显著正向影响员工创造力，知识共享起中介作用。 社交媒体的应用通过 促进员工的知识共享行为对员工创造力有显著的提升。研究结论为组织管理者探 讨如何存进员工知识共享行为和提高员工创造力提供了一定的参考。

Unlike traditional media, social media, which is a platform for information production and sharing based on user social relations, allows users to publish content and share them on the Internet, the "User Generated Content". On the one hand, social media can expand the scope of knowledge circulation and speed up the circulation of knowledge, provide convenient conditions for knowledge sharing and promote employee knowledge sharing behavior. On the other hand, social media can strengthen the relationship between people and people, effectively promote the establishment and maintenance of social network relations, and form interpersonal relationships. These aspects will have a positive impact on knowledge sharing, especially on tacit knowledge sharing. In the process of knowledge sharing, the knowledge provider deepens the existing knowledge, provides the necessary conditions for the creation of innovation, and has a positive impact on the creativity of the employees. Therefore, it may be considered that social media has a positive effect on employee creativity through influencing knowledge sharing. We have compiled the research results of social media, knowledge sharing and employee creativity. It is considered that there is a significant relationship between social media and employee creativity, by discussing the relationship between social media, knowledge sharing and employee creativity. The influence of social media on employee creativity is realized through knowledge sharing, and knowledge sharing is the bridge between social media and employee creativity, that is, the knowledge sharing is mediated by the knowledge sharing. There are some assumptions about this article: (1) social media can significantly positively affect employee creativity; (2) knowledge sharing can significantly positively affect employee creativity; (3) social media cansignificantly positively affect knowledge sharing; (4) knowledge sharing is the intermediary variable between social media and employee creativity. In view of the research hypothesis of the relationship between social media, knowledge sharing and employee creativity, this paper obtains and studies the research data through a questionnaire survey. Through the analysis and processing of the data, the correlation coefficient between the variables is analyzed, and the 4 point hypothesis proposed in this paper is verified. The results of data analysis support all the above assumptions. Therefore, we can get the conclusion: social media has a positive impact on employee creativity, and knowledge sharing plays a mediating role. The application of social media promotes employee creativity significantly by promoting knowledge sharing behavior. The findings provide a reference for managers to explore how to save employee knowledge sharing behavior and improve employee creativity.