مقاله انگلیسی ایجاد برند های بهتر کارفرما از طریق صلاحیت رسانه اجتماعی کارکنان و سرمایه اجتماعی آنلاین
Abstract
Introduction
Background and reearch gaps
Theoretical foundation
Design and measures
Data analysis
Discussion
Concluding remarks
References
Abstract
Despite the significant and increasing influence of social media on employees' work lives, there is limited focus on employees' social media competencies from an employer branding or internal marketing perspective. Building on social identity and social exchange theories, this paper links employees' social media competence to an increase in online brand citizenship behaviour and reduction in feelings of psychological contract violation towards their employer's brand. We also examine the distinct mediatory effects of two forms of online social capital—bonding mediates the influence of employee social media competence on online brand citizenship and feelings of psychological contract violation, whilst Bridging only mediates the effect of social media competence on feelings of psychological contract violation. In doing so, we contribute to extant literature in two ways: (1) Address the need for research on social media in relation to employer branding; and (2) highlight the importance of building employee‐to‐employee and employee‐to‐ employer relationships by virtual means in the context of employer branding. Therefore, this paper responds to calls for research that advances more responsible approaches to employer branding and internal marketing; that is, approaches that take into account employee competencies (emphasise need for skill development) as well as wellbeing (emphasise need for support).
Introdoction
Employee behaviours play an important role in employer branding due to the influence they have on customers and other stakeholders (Morhart et al., 2009; Sirianni et al., 2013). Since the proliferation of social media, employees' online behaviours are considered particularly vital for developing and maintaining the reputation of employer brands (Osburg et al., 2020; Schaarschmidt & Walsh, 2018). Even so, the internal market (i.e., employees) has received limited attention from researchers in contrast to the consumer perspective (e.g., Alves et al., 2016; Barcelos et al., 2018).