Motivating factors behind work-related social media activities by employees: Exploring the employer branding & social media relationship

• Autor(a) principal: Pinheiro, Ana Catarina Oliveira Caria
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/26857
• topic: Employer branding; Social media behaviors; Work-related social media; Employee value proposition; Employees; Comportamentos nas redes sociais; Redes sociais no trabalho; Colaboradores

Both academic and employers have been giving increasing relevance to the concept of Employer Branding. Whereas creating new departments, conferences, surveys, national and international “best employer” pools, this construct that mixes both marketing and human resources, is everywhere. Social media work-related use by employees, and the motivations behind this are yet unstudied. The connection between these two large topics can be considered important for a branded-based strategic approach to human talent. This thesis examines the potential factors that influence social media work-related behaviors by employees. It outlines the existent literature on employer branding dimensions and a scale on social media behaviors, proposing several hypotheses connecting the two. An online survey was developed based on existent scales and adapted to the reality of the study. Statistical analysis was applied to the data, with conclusions being drawn. A reflection upon the results was conducted. The results reveal that some of the analyzed employer branding related dimensions contribute to specific work-related social media behaviors. Hypotheses were accepted and those who were not were commented. Statistical evidence suggests that aspects such as brand image perception, compensation and income, corporate social responsibility, training, and organizational culture, can affect social media work-related behaviors such as consumption, contribution, and creation, either simultaneously or separately. Even though conclusions and managerial implications were retrieved, some of the results imply that the connection between the variables should be further explored.