Thumbs up : an empirical analysis on employee’s intention to interact with corporate content

Bächler, Jesse Raymond; Benz, Manuel; Heim, Nina

Publication type:	Conference poster
Type of review:	No review
Title:	Thumbs up : an empirical analysis on employee’s intention to interact with corporate content
Authors:	Bächler, Jesse Raymond Benz, Manuel Heim, Nina
et. al:	No
Conference details:	51st Annual European Marketing Academy Conference (EMAC), Budapest, Hungary, 24-27 May 2022
Issue Date:	2022
Language:	English
Subject (DDC):	658.8: Marketing management
Abstract:	Internal-branding literature holds that an employee’s behavior on the job («brand citizenship behavior», BCB) is directly driven by her commitment to the corporate brand. Survey data (N = 195) parsed by a multiple linear regression suggests «helping behavior», a newly modeled variable, determines even more prominently whether BCB is expressed: A mediation analysis revealed that brand commitment drove intentions to interact (ITI) indirectly by promoting a behavioral objective, so-called «helping behavior». Helping behavior towards the company and customers, respectively, exhibited a positive and significant effect on ITI with corporate content, albeit to a different degree. Our findings provide a deeper understanding of personal goals and motives of social media usage in a professional context. Companies aiming to extend their reach on social media need to create content that supports their employees’ personal goals before educating and intensifying company-staff relationships.
URI:	https://digitalcollection.zhaw.ch/handle/11475/27878
Fulltext version:	Published version
License (according to publishing contract):	Licence according to publishing contract
Departement:	School of Management and Law
Organisational Unit:	Institute of Marketing Management (IMM)
Appears in collections:	Publikationen School of Management and Law

Files in This Item:

There are no files associated with this item.

Show full item record

Bächler, J. R., Benz, M., & Heim, N. (2022). Thumbs up : an empirical analysis on employee’s intention to interact with corporate content. 51st Annual European Marketing Academy Conference (EMAC), Budapest, Hungary, 24-27 May 2022.

Bächler, J.R., Benz, M. and Heim, N. (2022) ‘Thumbs up : an empirical analysis on employee’s intention to interact with corporate content’, in 51st Annual European Marketing Academy Conference (EMAC), Budapest, Hungary, 24-27 May 2022.

J. R. Bächler, M. Benz, and N. Heim, “Thumbs up : an empirical analysis on employee’s intention to interact with corporate content,” in 51st Annual European Marketing Academy Conference (EMAC), Budapest, Hungary, 24-27 May 2022, 2022.

BÄCHLER, Jesse Raymond, Manuel BENZ und Nina HEIM, 2022. Thumbs up : an empirical analysis on employee’s intention to interact with corporate content. In: 51st Annual European Marketing Academy Conference (EMAC), Budapest, Hungary, 24-27 May 2022. Conference poster. 2022

Bächler, Jesse Raymond, Manuel Benz, and Nina Heim. 2022. “Thumbs up : An Empirical Analysis on Employee’s Intention to Interact with Corporate Content.” Conference poster. In 51st Annual European Marketing Academy Conference (EMAC), Budapest, Hungary, 24-27 May 2022.

Bächler, Jesse Raymond, et al. “Thumbs up : An Empirical Analysis on Employee’s Intention to Interact with Corporate Content.” 51st Annual European Marketing Academy Conference (EMAC), Budapest, Hungary, 24-27 May 2022, 2022.