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What makes the difference? Employee social media brand engagement
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.ORCID iD: 0000-0003-1137-1686
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering. University of Cape Town, Cape Town, South Africa.
Department of Management and Economics and NECE- Research Unit in Business Sciences, University of Beira Interior, Covilhã, Portugal.
2019 (English)In: Journal of business & industrial marketing, ISSN 0885-8624, E-ISSN 2052-1189Article in journal (Refereed) Epub ahead of print
Abstract [en]

Purpose

This paper aims to explore, using the employee lens of business-to-business firms, word use through brand engagement and social media interaction to understand the difference between employees who rate their employer brands highly on social media and those who don't.

Design/methodology/approach

We conducted a textual content analysis of posts published on the social media job evaluation site glassdoor.com. LIWC software package was used to analyze 30 of the top 200 business-to-business brands listed on Brandwatch using four variables, namely, analytical thinking, clout, authenticity and emotional tone.

Findings

The results show that employees who rate their employer’s brand low use significantly more words, are significantly less analytic and write with significantly more clout because they focus more on others than themselves. Employees who rate their employer’s brand highly, write with significantly more authenticity, exhibit a significantly higher tone and display far more positive emotions in their reviews.

Practical implications

Brand managers should treat social media data disseminated by individual stakeholders, like the variables used in this study (tone, word count, frequency), as a valuable tool for brand insight on their industry, competition and their own brand equity, now and especially over time.

Originality/value

This study provides acknowledgement that social media is a significant source of marketing intelligence that may improve brand equity by better understanding and managing brand engagement.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2019.
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-75656DOI: 10.1108/JBIM-09-2018-0279OAI: oai:DiVA.org:ltu-75656DiVA, id: diva2:1344953
Available from: 2019-08-22 Created: 2019-08-22 Last updated: 2019-08-22

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Duncan, Sherese YvonneChohan, Raeesah

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