Employee Brand Engagement on Social Media: Managing Optimism and Commonality
Autor(a) principal: | |
---|---|
Data de Publicação: | 2018 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.6/7009 |
Resumo: | This article considers how employees engage with B2B firms on social media, a topic that is largely overlooked in the extant brand engagement literature. Using the results from a large-scale study of employee brand engagement on social media, we identify two key drivers of employee brand engagement using the content analysis tool DICTION–—namely, optimism and commonality. Employees of top-ranked and -rated firms express higher levels of optimism and commonality in their reviews of their employers on social media than do their counterparts in bottom-ranked and-rated firms. This permits the construction of a 2 X 2 matrix that allows managers to diagnose strategies for increasing or improving employee brand engagement. This creates four different kinds of employee brand engagement situations, and offers human resources and marketing managers different strategies in each case. We demonstrate how practitioners and scholars can shed new light on the way stakeholders engage with brands |
id |
RCAP_7d38f15281da41d31a1ff82253df9575 |
---|---|
oai_identifier_str |
oai:ubibliorum.ubi.pt:10400.6/7009 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
spelling |
Employee Brand Engagement on Social Media: Managing Optimism and CommonalityB2B brand engagementSocial media analyticsEmployee brand engagementEmployer marketingHuman resource managementThis article considers how employees engage with B2B firms on social media, a topic that is largely overlooked in the extant brand engagement literature. Using the results from a large-scale study of employee brand engagement on social media, we identify two key drivers of employee brand engagement using the content analysis tool DICTION–—namely, optimism and commonality. Employees of top-ranked and -rated firms express higher levels of optimism and commonality in their reviews of their employers on social media than do their counterparts in bottom-ranked and-rated firms. This permits the construction of a 2 X 2 matrix that allows managers to diagnose strategies for increasing or improving employee brand engagement. This creates four different kinds of employee brand engagement situations, and offers human resources and marketing managers different strategies in each case. We demonstrate how practitioners and scholars can shed new light on the way stakeholders engage with brandsuBibliorumPitt, C.Botha, E.Ferreira, João José de MatosKietzmann, J.2019-04-05T16:14:10Z20182018-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.6/7009engPitt, C., Botha, E., Ferreira, J., Kietzmann, J. (2018). Employee Brand Engagement on Social Media: Managing Optimism and Commonality, Business Horizons, 61 (4): 635-642https://doi.org/10.1016/j.bushor.2018.04.001metadata only accessinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-12-15T09:46:02Zoai:ubibliorum.ubi.pt:10400.6/7009Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T00:47:37.070028Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Employee Brand Engagement on Social Media: Managing Optimism and Commonality |
title |
Employee Brand Engagement on Social Media: Managing Optimism and Commonality |
spellingShingle |
Employee Brand Engagement on Social Media: Managing Optimism and Commonality Pitt, C. B2B brand engagement Social media analytics Employee brand engagement Employer marketing Human resource management |
title_short |
Employee Brand Engagement on Social Media: Managing Optimism and Commonality |
title_full |
Employee Brand Engagement on Social Media: Managing Optimism and Commonality |
title_fullStr |
Employee Brand Engagement on Social Media: Managing Optimism and Commonality |
title_full_unstemmed |
Employee Brand Engagement on Social Media: Managing Optimism and Commonality |
title_sort |
Employee Brand Engagement on Social Media: Managing Optimism and Commonality |
author |
Pitt, C. |
author_facet |
Pitt, C. Botha, E. Ferreira, João José de Matos Kietzmann, J. |
author_role |
author |
author2 |
Botha, E. Ferreira, João José de Matos Kietzmann, J. |
author2_role |
author author author |
dc.contributor.none.fl_str_mv |
uBibliorum |
dc.contributor.author.fl_str_mv |
Pitt, C. Botha, E. Ferreira, João José de Matos Kietzmann, J. |
dc.subject.por.fl_str_mv |
B2B brand engagement Social media analytics Employee brand engagement Employer marketing Human resource management |
topic |
B2B brand engagement Social media analytics Employee brand engagement Employer marketing Human resource management |
description |
This article considers how employees engage with B2B firms on social media, a topic that is largely overlooked in the extant brand engagement literature. Using the results from a large-scale study of employee brand engagement on social media, we identify two key drivers of employee brand engagement using the content analysis tool DICTION–—namely, optimism and commonality. Employees of top-ranked and -rated firms express higher levels of optimism and commonality in their reviews of their employers on social media than do their counterparts in bottom-ranked and-rated firms. This permits the construction of a 2 X 2 matrix that allows managers to diagnose strategies for increasing or improving employee brand engagement. This creates four different kinds of employee brand engagement situations, and offers human resources and marketing managers different strategies in each case. We demonstrate how practitioners and scholars can shed new light on the way stakeholders engage with brands |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018 2018-01-01T00:00:00Z 2019-04-05T16:14:10Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.6/7009 |
url |
http://hdl.handle.net/10400.6/7009 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
Pitt, C., Botha, E., Ferreira, J., Kietzmann, J. (2018). Employee Brand Engagement on Social Media: Managing Optimism and Commonality, Business Horizons, 61 (4): 635-642 https://doi.org/10.1016/j.bushor.2018.04.001 |
dc.rights.driver.fl_str_mv |
metadata only access info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
metadata only access |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
|
_version_ |
1799136371326058496 |