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The Power of Networks for Employer Branding: Treiber und Barrieren der Social-Media-Nutzung bei KMUs

In: Marketing.Neu.Denken

Author

Listed:
  • Neele Sophie Kuhlmann

    (Carl von Ossietzky Universität Oldenburg)

  • Sascha Alavi

    (Technische Universität Dortmund)

Abstract

Zusammenfassung Die Studie untersucht, welche Faktoren die Nutzung von Social Media im Employer Branding kleiner und mittelständischer Unternehmen (KMUs) fördern oder hemmen. Basierend auf dem Technology Acceptance Model werden sieben Treiber und Barrieren theoretisch abgeleitet und in einer empirischen Befragung von 112 KMUs getestet. Signifikante Einflussfaktoren auf die Nutzung von Social Media sind die wahrgenommene Bedienerfreundlichkeit der Plattformen, die gezielte Ansprache einer jüngeren Zielgruppe sowie die Mitarbeiteranzahl. Darüber hinaus wurde abgeleitet, dass Fähigkeiten einen Treiber für die Social-Media-Nutzung darstellen können.

Suggested Citation

  • Neele Sophie Kuhlmann & Sascha Alavi, 2026. "The Power of Networks for Employer Branding: Treiber und Barrieren der Social-Media-Nutzung bei KMUs," Springer Books, in: Marketing.Neu.Denken, pages 421-450, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-49371-4_17
    DOI: 10.1007/978-3-658-49371-4_17
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