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2023 | OriginalPaper | Chapter

8. CEO Influencers on LinkedIn

The Impact of CEO Self-Disclosure and Employee eWOM on Employer Attractiveness of Startups

Authors : Annette Schröder, Jan-Paul Lüdtke

Published in: Holistische Social-Media-Strategien

Publisher: Springer Fachmedien Wiesbaden

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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.

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Please note that comments on the conducted analyses are provided in Appendix C, while Appendix D provides an overview of the digital Appendix.

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Title: CEO Influencers on LinkedIn
Authors: Annette Schröder
Jan-Paul Lüdtke
Publisher: Springer Fachmedien Wiesbaden
Book: Holistische Social-Media-Strategien
Print ISBN: 978-3-658-42562-3

Electronic ISBN: 978-3-658-42563-0

Copyright Year: 2023
DOI: https://doi.org/10.1007/978-3-658-42563-0_8