Impact of Personality Factors on Employer Branding Behavior of Employees in Social Media

Abstract

The purpose of this study is to determine the combined influence of employee newlinepersonality and organizational factors on employer branding behavior of employees, newlinein social media. Variables such as Person-Organization fit (P-O fit), organizational newlinecitizenship behavior (OCB), and the intention to manage impressions were explored newlinein the decision-making process of employees to participate in employer branding via newlinesocial media. This research attempts to explain employee behavior using different newlinerelevant theories. This study has considered 382 authentic replies from employees of newlinevarious firms around India. These participants responded to a self-report questionnaire newlineusing pre-established scales. SPSS and SMART PLS were used to evaluate the data newlinecollected. The findings indicate that while personality traits and intention to manage newlineimpressions have little effect on employee participation in social media branding, newlineorganizational citizenship behavior and P-O fit have a substantial effect. This study newlineadds to the corpus of knowledge in the areas of electronic word of mouth (eWoM), newlinepersonality, customer-oriented boundary-spanning behavior of employees, organizational citizenship behavior, and supportive employee behavior in social newlinemedia. newline