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The purpose of this paper is to investigate the benefits of social media to enhance knowledge exchange in the organizations. Moreover, the current qualitative inquiry elaborates the orientation of doctors about social media applications and knowledge exchange in the workplace.

The constructionism approach based on grounded theory followed by qualitative design is used to investigate the exposition with the help of 22 non-directive and semi-structured interviews from the doctors of Bahawal Victoria Hospital. The cases are selected by using convenience sampling and thematic analysis is done using NVivo-11 plus.

The results end up with four major themes. The social media applications, at the first door, extend communication and relationship among employees. Moreover, these applications are equally beneficial for acquiring existing and new knowledge …