IDEAS home Printed from https://ideas.repec.org/a/pal/crepre/v24y2021i1d10.1057_s41299-019-00089-7.html
   My bibliography  Save this article

Argument-Based Versus Emotion-Based Videos During the Early Stages of Recruitment: Effects on Perceived Employer Brand Image, Application Intentions, and Positive Word-of-Mouth

Author

Listed:
  • Daniel Hoppe

    (Philipps-Universität Marburg)

Abstract

Competition for qualified personnel will intensify within the next 10 years as recent estimates indicate. Organizations need to challenge these difficulties by implementing innovative recruitment methods to sustain in the war for talent. Two types of movies were used to analyze if an evaluation of these movies is related to perception of the symbolic facet of perceived employer brand image (PEBI) and ultimately related to application intentions and positive word-of-mouth (WOM). A cross-sectional online study with students from different universities throughout Germany was conducted. Positive relationships between attitude towards the ad (A2ad) and the symbolic facet of PEBI as well as between the symbolic facet of PEBI and application intentions and positive word-of-mouth (WOM) were found. Argument-based videos were shown to be predictive of the symbolic facet of PEBI and had a direct impact on application intentions. Evaluation of affective-based videos showed no significant effect on application intentions but was also predictive of the symbolic facet of PEBI. Results help validating the relevance of communicating job- and organization-specific information to potential applicants. While organization-specific information is likely to be predictive for a positive evaluation of PEBI, only argument-based information generates attitudes related to application intentions.

Suggested Citation

  • Daniel Hoppe, 2021. "Argument-Based Versus Emotion-Based Videos During the Early Stages of Recruitment: Effects on Perceived Employer Brand Image, Application Intentions, and Positive Word-of-Mouth," Corporate Reputation Review, Palgrave Macmillan, vol. 24(1), pages 31-47, February.
    • Handle: RePEc:pal:crepre:v:24:y:2021:i:1:d:10.1057_s41299-019-00089-7
    DOI: 10.1057/s41299-019-00089-7
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41299-019-00089-7
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41299-019-00089-7?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Jack Walker, H. & Feild, Hubert S. & Giles, William F. & Bernerth, Jeremy B. & Short, Jeremy C., 2011. "So what do you think of the organization? A contextual priming explanation for recruitment Web site characteristics as antecedents of job seekers' organizational image perceptions," Organizational Behavior and Human Decision Processes, Elsevier, vol. 114(2), pages 165-178, March.
    2. Golovko, Dimitri & Schumann, Jan H., 2019. "Influence of company Facebook activities on recruitment success," Journal of Business Research, Elsevier, vol. 104(C), pages 161-169.
    3. Lis, Bettina, 2012. "The Relevance of Corporate Social Responsibility for a Sustainable Human Resource Management: An Analysis of Organizational Attractiveness as a Determinant in Employees’ Selection of a (Potential) Emp," management revue - Socio-Economic Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 23(3), pages 279-295.
    4. Shalom Levy & Israel Nebenzahl, 2008. "The influence of product involvement on consumers’ interactive processes in interactive television," Marketing Letters, Springer, vol. 19(1), pages 65-77, March.
    5. Ashish Kumar & Kristian Möller, 2018. "Extending the Boundaries of Corporate Branding: An Exploratory Study of the Influence of Brand Familiarity in Recruitment Practices Through Social Media by B2B Firms," Corporate Reputation Review, Palgrave Macmillan, vol. 21(3), pages 101-114, September.
    6. Lis, Bettina, 2012. "The Relevance of Corporate Social Responsibility for a Sustainable Human Resource Management: An Analysis of Organizational Attractiveness as a Determinant in Employees’ Selection of a (Potential) Emp," management revue. Socio-economic Studies, Rainer Hampp Verlag, vol. 23(3), pages 279-295.
    7. Zaichkowsky, Judith Lynne, 1985. "Measuring the Involvement Construct," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 341-352, December.
    8. van Esch, Patrick & Mente, Margaret, 2018. "Marketing video-enabled social media as part of your e-recruitment strategy: Stop trying to be trendy," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 266-273.
    9. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
    10. Rosseel, Yves, 2012. "lavaan: An R Package for Structural Equation Modeling," Journal of Statistical Software, Foundation for Open Access Statistics, vol. 48(i02).
    11. Michael Spence, 1973. "Job Market Signaling," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 87(3), pages 355-374.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Mirela Martinčić & Dijana Vuković & Anica Hunjet, 2022. "Consumer Responses to Selected Activities: Price Increases, Lack of Product Information and Numerical Way of Expressing Product Prices," JRFM, MDPI, vol. 15(6), pages 1-19, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kaenat Malik & Prof.Dr.Tariq Jalees, 2019. "The Mediating Role Of Employer Branding Between Employee Satisfaction And Talent Management," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 15(2), pages 75-94.
    2. Kaenat Malik & Prof. Dr. Tariq Jalees, 2019. "The Mediating Role Of Employer Branding Between Employee Satisfaction And Talent Management," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 15(2), pages 15-16.
    3. Wehnert, Peter & Baccarella, Christian V. & Beckmann, Markus, 2019. "In crowdfunding we trust? Investigating crowdfunding success as a signal for enhancing trust in sustainable product features," Technological Forecasting and Social Change, Elsevier, vol. 141(C), pages 128-137.
    4. Chloé Guillot‐Soulez & Sylvie Saint‐Onge & Sébastien Soulez, 2022. "Green certification and organizational attractiveness: The moderating role of firm ownership," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(1), pages 189-199, January.
    5. Brunner, Christian Boris & Baum, Matthias, 2020. "The impact of brand portfolios on organizational attractiveness," Journal of Business Research, Elsevier, vol. 106(C), pages 182-195.
    6. Sansome, Kate & Wilkie, Dean & Conduit, Jodie, 2024. "Beyond information availability: Specifying the dimensions of consumer perceived brand transparency," Journal of Business Research, Elsevier, vol. 170(C).
    7. Eva Alexandra Jakob & Holger Steinmetz & Marius Claus Wehner & Christina Engelhardt & Rüdiger Kabst, 2022. "Like It or Not: When Corporate Social Responsibility Does Not Attract Potential Applicants," Journal of Business Ethics, Springer, vol. 178(1), pages 105-127, June.
    8. Richa Chaudhary, 2019. "Green human resource management and job pursuit intention: Examining the underlying processes," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(4), pages 929-937, July.
    9. O'Cass, A., 2000. "An assessment of consumers product, purchase decision, advertising and consumption involvement in fashion clothing," Journal of Economic Psychology, Elsevier, vol. 21(5), pages 545-576, October.
    10. María Del Mar Alonso‐Almeida & Josep Llach, 2019. "Socially responsible companies: Are they the best workplace for millennials? A cross‐national analysis," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(1), pages 238-247, January.
    11. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
    12. Tibert Verhagen & Daniel Bloemers, 2018. "Exploring the cognitive and affective bases of online purchase intentions: a hierarchical test across product types," Electronic Commerce Research, Springer, vol. 18(3), pages 537-561, September.
    13. Juan Miguel Alcántara-Pilar & Salvador del Barrio-García & Lucia Porcu & Esmeralda Crespo-Almendros, 2015. "Motivational Duality in Online Consumer Behaviour: Website Usability and Flow State as Moderating Factors," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 14(1), pages 79-104, June.
    14. Yael Steinhart & David Mazursky & Michael Kamins, 2013. "The process by which product availability triggers purchase," Marketing Letters, Springer, vol. 24(3), pages 217-228, September.
    15. Chakraborty, Debarun & Paul, Justin, 2023. "Healthcare apps’ purchase intention: A consumption values perspective," Technovation, Elsevier, vol. 120(C).
    16. Kim, Juran & Kang, Seungmook & Lee, Ki Hoon, 2021. "Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles," Journal of Business Research, Elsevier, vol. 130(C), pages 552-563.
    17. Yoshida, Masayuki, 2017. "Consumer experience quality: A review and extension of the sport management literature," Sport Management Review, Elsevier, vol. 20(5), pages 427-442.
    18. Shalom Levy & Israel Nebenzahl, 2008. "The influence of product involvement on consumers’ interactive processes in interactive television," Marketing Letters, Springer, vol. 19(1), pages 65-77, March.
    19. Khan Md Raziuddin Taufique & Chamhuri Siwar & Basri Talib & Farah Hasan Sarah & Norshamliza Chamhuri, 2014. "Synthesis of Constructs for Modeling Consumers’ Understanding and Perception of Eco-Labels," Sustainability, MDPI, vol. 6(4), pages 1-25, April.
    20. Lewis, Michael & Whitler, Kimberly A. & Hoegg, JoAndrea, 2013. "Customer Relationship Stage and the Use of Picture-Dominant versus Text-Dominant Advertising: A Field Study," Journal of Retailing, Elsevier, vol. 89(3), pages 263-280.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:crepre:v:24:y:2021:i:1:d:10.1057_s41299-019-00089-7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.