Word-of-Mouth on Social Media: An Investigation of Valence Effects on Prehire Outcomes



Word-of-Mouth (WOM) has become a primary source of employer information. Thus, there is an urgent need to better understand how organizations can best capitalize on such information to build employer brands and attract potential talent. To contribute to current knowledge in this area, I investigate how WOM content in terms of valence and image type influences the evaluation of potential employers. Findings from two experimental studies are discussed in terms of their implications for managing employer image and branding.

This seminar will take place in person in room T8-67 of the Mandeville Building. For the online option, please follow the details below to join the seminar.

Meeting URL: https://eur-nl.zoom.us/j/91669827971?pwd=Yy91cUtLRUlYcy9ZV0tmbDVnVVNsdz09

Meeting ID: 916 6982 7971
Passcode: 370148