Digital Word of Mouth and Organizational Attraction: Focusing on Message Characteristics and Time

Leann E. Caudill and Dalia L. Diab ()
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Leann E. Caudill: UNC Charlotte
Dalia L. Diab: Xavier University

Corporate Reputation Review, 2020, vol. 23, issue 3, No 5, 170-180

Abstract: Abstract The purpose of the current study was to examine the effects of valence, medium, and source of digital word-of-mouth messages on organizational attraction, and to investigate if organizational attraction ratings change over time. As expected, findings showed a significant main effect of valence on company attractiveness and job pursuit intentions, such that ratings were higher for the positive than the negative message. However, there was a significant interaction between valence and medium on company attractiveness ratings, such that valence had a stronger effect on company attractiveness when the medium used was text as opposed to video. Results also indicated that evaluations of company attractiveness and job pursuit intentions became significantly less extreme (more neutral) after a 2-week period, regardless of message valence.

Keywords: Word of mouth; Message characteristics; Time; Organizational attraction (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (1)

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DOI: 10.1057/s41299-019-00077-x

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