CEO Influencers on LinkedIn

Annette Schröder () and Jan-Paul Lüdtke ()
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Annette Schröder: Fachhochschule Wedel
Jan-Paul Lüdtke: Fachhochschule Wedel

Chapter Kapitel 8 in Holistische Social-Media-Strategien, 2023, pp 99-116 from Springer

Abstract: Abstract This paper examines how chief executive officer (CEO) influencers and employee electronic word-of-mouth (eWOM) on LinkedIn impact a startup’s employer brand. Specifically, how startup CEO influencers’ self-disclosure and employees’ eWOM affect the perceived employer attractiveness, and the extent to which employee eWOM moderates the relationship between CEO self-disclosure and employer attractiveness. A 2 (self-disclosure: low vs. high) × 2 (eWOM: comment vs. no comment) between-subjects online experiment was conducted with a random sample of 228 students and young professionals. The findings demonstrate that low self-disclosure posts led to a significantly higher employer attractiveness than high self-disclosure posts. Moreover, employee eWOM moderated the relationship between CEO self-disclosure and employer attractiveness.

Keywords: CEO influencer; Self-disclosure; eWOM; Employer attractiveness; Employer branding; LinkedIn; Social media; Startups (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-42563-0_8

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DOI: 10.1007/978-3-658-42563-0_8

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