Employee Brand Engagement on Social Media: Managing Optimism and Commonality

Detalhes bibliográficos
Autor(a) principal: Pitt, C.
Data de Publicação: 2018
Outros Autores: Botha, E., Ferreira, João José de Matos, Kietzmann, J.
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
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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
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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
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