The impact of social media characteristics on young job applicants’ intentions: mediating roles of employer brand attractiveness and person-organization fit
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Issued Date
2025-01-01
Resource Type
ISSN
00208825
eISSN
15580911
Scopus ID
2-s2.0-105004446465
Journal Title
International Studies of Management and Organization
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SCOPUS
Bibliographic Citation
International Studies of Management and Organization (2025)
Suggested Citation
Suprawan L., Suengkamolpisut W., Singhatong S. The impact of social media characteristics on young job applicants’ intentions: mediating roles of employer brand attractiveness and person-organization fit. International Studies of Management and Organization (2025). doi:10.1080/00208825.2025.2500831 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/110182
Title
The impact of social media characteristics on young job applicants’ intentions: mediating roles of employer brand attractiveness and person-organization fit
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Abstract
This study investigates the role of social media characteristics in the intentions of young applicants to apply for a job with a particular organization, with the mediating roles of employer brand attractiveness and person-organization fit. Grounded in signaling and congruity theories, the research explores the influence of social presence—the sense of human connection conveyed through digital platforms—and informativeness, which refers to the quality and relevance of content shared by organizations. The sample consists of 328 young job seekers, actively exploring career opportunities. The Structural Equation Modeling (SEM) was utilized to examine the hypothesized relationships. Results show that social media characteristics significantly influence employer brand attractiveness, while a more complex and indirect effect on person-organization fit is found. In addition, both factors fully mediate the link to job application intentions. The findings suggest that organizations can strategically enhance recruitment outcomes by curating social media content that authentically represents their values and workplace culture.