Carpentier Marieke, Van Hoye Greet, Weng Qingxiong
Department of Marketing, Innovation and Organisation, Ghent University, Ghent, Belgium.
The School of Management, University of Science and Technology of China, Hefei, China.
Front Psychol. 2019 Jul 16;10:1669. doi: 10.3389/fpsyg.2019.01669. eCollection 2019.
This study examines how social media pages can be used to influence potential applicants' attraction. Based on the uses and gratifications theory, this study examines whether organizations can manipulate the communication characteristics informativeness and social presence on their social media page to positively affect organizational attractiveness. Moreover, we examine whether job applicants' sought gratifications on social media influence these effects. A 2 × 2 between-subjects experimental design is used. The findings show that organizations can manipulate informativeness and social presence on their social media. The effect of manipulated informativeness on organizational attractiveness depends on the level of manipulated social presence. When social presence was high, informativeness positively affected organizational attractiveness. This positive effect was found regardless of participants' sought utilitarian gratification. Social presence had no significant main effect on organizational attractiveness. There was some evidence that the effect of social presence differed for different levels of social gratification.
本研究考察了社交媒体页面如何被用于影响潜在求职者的吸引力。基于使用与满足理论，本研究探讨了组织是否能够操控其社交媒体页面上的沟通特征——信息性和社交临场感，以对组织吸引力产生积极影响。此外，我们还研究了求职者在社交媒体上寻求的满足感是否会影响这些效果。研究采用了2×2组间实验设计。研究结果表明，组织能够操控其社交媒体上的信息性和社交临场感。操控后的信息性对组织吸引力的影响取决于操控后的社交临场感水平。当社交临场感较高时，信息性会对组织吸引力产生积极影响。无论参与者寻求的功利性满足感如何，都能发现这种积极影响。社交临场感对组织吸引力没有显著的主效应。有证据表明，社交临场感的影响因不同水平的社交满足感而有所不同。
