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Title: Employer Branding Using Social Media : Role of Source Credibility and Online Engagement in Influencing Job Pursuit Intentions
Authors: Nanda, Neena
Keywords: School of Management and Labour Studies
Gordhan Saini
Social Media Marketing Activities
Employer Brand Equity
Issue Date: 2018
Abstract: Creating a unique Employer brand differentiates an Employer from its competitors as well as from other businesses vying for the same talent pool. Currently, online media is extensively used by most organizations in the area of brand building. Branding is a concept derived from marketing and extended to organizations treating them as products with unique attributes. Jobseekers seek information from online platforms of organizations and also from informal inputs given by other stakeholders. Given this backdrop, a conceptual framework of relationship is suggested between social media marketing activities, source credibility, online engagement, employer-brand equity and the intent to apply, based on a few theoretical backgrounds such as the Signaling Theory, Media Richness theory along with Objective, Subjective, & Critical Contact Theories. The moderating effect of source credibility & online engagement on Employer brand equity is also investigated by integrating all dimensions of social media marketing activities. In order to shortlist organizations for quantitative survey, an extensive selection method was used; content analysis of social media pages of some of the top employers of India was carried out on attractiveness criteria. These employers were selected based on Universum Employer Rankings Report. Engagement metrics were calculated using Crimson Hexagon Social Media Analytics software, and six organizations were selected as units of survey. Exploratory Factor analysis, Confirmatory Factor Analysis, Moderation and Mediation tests were carried out using SPSS, Amos (SEM) and Smart PLS (SEM). Using experimental research design, quantitative data was collected by surveying five hundred Indian job seekers. Preliminary analysis reveals a significant relative effect of social media marketing activities on Employer brand equity. However, source credibility and psychological dimensions of online engagement do not necessarily moderate the relationship between social media marketing - Employer brand equity. Further analysis revealed that online engagement in terms of the total time spent moderated between social media activities and Employer-based brand equity. The findings conclude that Employer brand equity fully mediates between social media marketing and the intent to apply. In addition, results of the content analysis reveal that the social media page(s) of some of these top organizations lacked that ‘attractiveness criteria and improvements could be made on that front. Finally, this research contributes in presenting ‘Social Media Employer Branding Measurement Model’ (SMEBMM). The model along with its validation scale may be used for testing content and its impact on existing workers /a few potential job seekers before the actual launch of content on various social media platform to make changes in strategies before and after exposing it to masses.
Appears in Collections:Ph.D.

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01_Title Page.pdf98.56 kBAdobe PDFView/Open
02_Declaration.pdf258.96 kBAdobe PDFView/Open
03_Certificate.pdf260.52 kBAdobe PDFView/Open
04_Dedication.pdf177.37 kBAdobe PDFView/Open
05_Acknowledgement.pdf260.65 kBAdobe PDFView/Open
06_Table of Contents.pdf292.81 kBAdobe PDFView/Open
07_List Of Abbreviations.pdf327.79 kBAdobe PDFView/Open
08_List of Figures.pdf246.42 kBAdobe PDFView/Open
09_List Of Tables.pdf250.74 kBAdobe PDFView/Open
10_Abstract.pdf262.6 kBAdobe PDFView/Open
11_Chapter 1.pdf353.56 kBAdobe PDFView/Open
12_Chapter 2.pdf581.55 kBAdobe PDFView/Open
13_Chapter 3.pdf307.9 kBAdobe PDFView/Open
14_Chapter 4.pdf396.05 kBAdobe PDFView/Open
15_Chapter 5.pdf371.12 kBAdobe PDFView/Open
16_Chapter 6.pdf268.38 kBAdobe PDFView/Open
17_Chapter 7.pdf1.26 MBAdobe PDFView/Open
18_Chapter 8.pdf364.19 kBAdobe PDFView/Open
19_Chapter 9.pdf361.09 kBAdobe PDFView/Open
20_Appendix.pdf1.4 MBAdobe PDFView/Open
21_References.pdf491.54 kBAdobe PDFView/Open

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