Impact of Social Media Use and Engagement on Employer Branding

Valbona Arifi (), Veland Ramadani (), Shpresa Syla () and Selajdin Abduli ()
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Valbona Arifi: South East European University
Veland Ramadani: South East European University
Shpresa Syla: South East European University
Selajdin Abduli: South East European University

A chapter in Navigating Economic Uncertainty - Vol. 2, 2025, pp 97-109 from Springer

Abstract: Abstract This study explores the impact of social media usage and engagement on employer branding. The primary focus of this study is on businesses that are operating in North Macedonia. We have obtained primary data by distributing questionnaires to a randomly chosen sample of more than 400 respondents representing businesses using social media platforms. With the STATA software, the acquired data has been examined, and the regression model has been utilized to demonstrate the relationship between each of the predetermined variables. The study indicates that social media interaction used by businesses has a favorable impact on employer branding.

Keywords: Social media; Social media engagement; Employer branding; Employer attraction; Internal marketing (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-73510-3_7

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DOI: 10.1007/978-3-031-73510-3_7

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