This research explored the impact of cultural differences using LINE application as a communication channel toward the components of employee engagement. This research added more contributions to using LINE application and employee engagement which found that both factors--job demands and employee support--are associated positively with the intensity of social media use. The survey data were gathered from 300 Thai lecturers and 300 Chinese lecturers from a private university in Thailand. Partial least squares structural equation modeling was employed for data analysis. The results from the regression analysis showed that the LINE app used for personal related internal communication has negative effects on vigor, dedication and absorption for the Thai respondents. As for the Chinese respondents, it has positive effects on vigor, dedication and absorption. This means that in the Chinese context the more they are engaged with their personal whereabouts the more active they are in the workplace.

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