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Title: Investigating electronic word-of-mouth on social media: an eye-tracking approach
Authors: Yu, Kang Yang Trevor
Goh, Kim Huat
Kawasaki, Shota
Keywords: Business::Management
Issue Date: 2022
Source: Yu, K. Y. T., Goh, K. H. & Kawasaki, S. (2022). Investigating electronic word-of-mouth on social media: an eye-tracking approach. Human Resource Management, 61(5), 599-616.
Project: RG176/17
Journal: Human Resource Management
Abstract: We investigate how individuals process electronic word-of-mouth (eWOM) about jobs and employers on social media. Employing eye-tracking methodology, our study investigated: (1) the cognitive processing of positive and negative eWOM hosted on social media; (2) the factors influencing job seekers' cognitive processing of eWOM; and (3) the factors influencing perceptions of the credibility of eWOM as a source of employer information. Our results suggest the following. First, job seekers devote more attention to negative compared with positive eWOM. Second, existing employer knowledge in terms of familiarity and reputation influences how positive and negative eWOM are processed. Lastly, employer reputation and job search effort enhance one's perceptions of the credibility of eWOM. Overall, this research provides insights into the cognitive processing of online employer information and its implications for job search, recruitment, and employer branding.
ISSN: 0090-4848
DOI: 10.1002/hrm.22099
Schools: Nanyang Business School 
Rights: © 2022 Wiley Periodicals LLC. All rights reserved.
Fulltext Permission: none
Fulltext Availability: No Fulltext
Appears in Collections:NBS Journal Articles

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