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CEO Influencers on LinkedIn

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

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Holistische Social-Media-Strategien

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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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Notes

  1. 1.

    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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Authors and Affiliations

  1. Fachhochschule Wedel, Wedel, Germany

    Annette Schröder & Jan-Paul Lüdtke

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  1. Annette Schröder
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  2. Jan-Paul Lüdtke
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Correspondence to Jan-Paul Lüdtke .

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  1. IU Internationale Hochschule, Hannover, Deutschland

    Anne-Kristin Langner

  2. IU Internationale Hochschule, Hamburg, Hamburg, Deutschland

    Gabriele Schuster

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© 2023 Der/die Autor(en), exklusiv lizenziert an Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature

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Schröder, A., Lüdtke, JP. (2023). CEO Influencers on LinkedIn. In: Langner, AK., Schuster, G. (eds) Holistische Social-Media-Strategien. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-42563-0_8

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  • DOI: https://doi.org/10.1007/978-3-658-42563-0_8

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