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The Impact of Word of Mouth on Organizational Attractiveness

Asia Pacific Management Review, 2011-09, Vol.16 (3), p.239-253 [Peer Reviewed Journal]

Copyright National Cheng Kung University, College of Management Sep 2011 ;ISSN: 1029-3132 ;EISSN: 2589-8213

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  • Title:
    The Impact of Word of Mouth on Organizational Attractiveness
  • Author: Uen, Jin Feng ; Peng, Sz-ping ; Chen, Shu-yuan ; Chien, Shu Hwa
  • Subjects: Decision making ; Employment ; expertise ; Graduate students ; Human resource management ; Influence ; Information sources ; Interpersonal communication ; organizational attractiveness ; Perceptions ; Recruitment ; Reputations ; Scopus ; Studies ; tie strength ; TSSCI ; Word of mouth
  • Is Part Of: Asia Pacific Management Review, 2011-09, Vol.16 (3), p.239-253
  • Description: Many organizations have attempted to determine the most effective communication channel between organizations and potential applicants. The present study attempts to identify if word of mouth (WOM) influences organizational attractiveness by having 240 MBA students take part in a scenario experimental design. In addition, it also aims to test the moderating effect of tie strength and expertise. The study is implemented with a scenario experiment addressing the issue of employment decision making. The subjects were asked to read scenarios and imagine that they were experiencing them. Subsequently, they filled out the questionnaires of organizational attractiveness. The results indicate that word of mouth has a significant impact on organizational attractiveness. The moderating effects of potential applicants’ tie strength with senders and expertise of senders are also supported. In practice,the study indicates the effect of word of mouth on organizational attractiveness, suggesting that organizations should put more effort into improving positive organizational word of mouth. Theoretically, it demonstrates the effect of positive word of mouth and the moderating effect of tie strength with senders and expertise of senders on organizational attractiveness.
  • Publisher: 台灣: 國立成功大學企業管理學院
  • Language: Chinese;English
  • Identifier: ISSN: 1029-3132
    EISSN: 2589-8213
  • Source: ProQuest Central
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