Yoganathan, V. orcid.org/0000-0002-9285-4702, Osburg, V.-S. and Bartikowski, B. (2021) Building better employer brands through employee social media competence and online social capital. Psychology and Marketing, 38 (3). pp. 524-536. ISSN 0742-6046
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).
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2021 The Authors. Psychology & Marketing published by Wiley Periodicals LLC. This is an open access article under the terms of the Creative Commons Attribution License, (http://creativecommons.org/licenses/by/4.0/) which permits use, distribution and reproduction in any medium, provided the original work is properly cited. |
Keywords: | employer brand; internal marketing; online social capital; responsible social media; social exchange; social identity |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Social Sciences (Sheffield) > Management School (Sheffield) |
Depositing User: | Symplectic Sheffield |
Date Deposited: | 23 Feb 2021 16:18 |
Last Modified: | 23 Feb 2021 16:18 |
Status: | Published |
Publisher: | Wiley |
Refereed: | Yes |
Identification Number: | 10.1002/mar.21451 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:170494 |