Employee Brand Engagement on Social Media: Managing Optimism and Commonality

This article considers how employees engage with B2B firms on social media, a topic that is largely overlooked in the extant brand engagement literature. Using the results from a large-scale study of employee brand engagement on social media, we identify two key drivers of employee brand engagement...

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Bibliographic Details
Main Author: Pitt, C. (author)
Other Authors: Botha, E. (author), Ferreira, João José de Matos (author), Kietzmann, J. (author)
Format: article
Language:eng
Published: 2019
Subjects:
B2B brand engagement
Social media analytics
Employee brand engagement
Employer marketing
Human resource management
Online Access:http://hdl.handle.net/10400.6/7009
Country:Portugal
Oai:oai:ubibliorum.ubi.pt:10400.6/7009

Internet

http://hdl.handle.net/10400.6/7009

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