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In a context where a company shows weaknesses in the perception of a good service, it is important to know if the impact on the employer brand comes from the image it has in social networks or from the experience of customers in the services it offers. The purpose of this research was to quantify the effect of Social Media Marketing (SMM) and Attitude toward the Brand (ACT) on the Employer Brand Image (MEP). Likewise, to determine the effect of SMM on ACT, evaluate a telecommunications company that provides mobile telephony, cable television and Internet services in Metropolitan Lima. The sample consisted of 150 young men and women between 18 and 35 years of age living in the capital city who stated that they were actively seeking employment and that they were customers. The research has a quantitative explanatory approach and the hypotheses were validated using partial least squares structural equation modeling (PLS SEM). The results determined that SMM positively influences MEP and ACT, however, ACT has no significant effect on MEP.

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Social Media Marketing, Attitude Toward the Brand and Its Effect on the Employer Brand Image in Young Job Seekers of Metropolitan Lima

  • 会议论文

  • 发表日期：

    2025年

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  • Sergio Esteban Marquez-Oyakawa,
  • Anna Paula Osores-Vasquez,
  • Demetrio Antonio Ruiz-Olorte

摘要

In a context where a company shows weaknesses in the perception of a good service, it is important to know if the impact on the employer brand comes from the image it has in social networks or from the experience of customers in the services it offers. The purpose of this research was to quantify the effect of Social Media Marketing (SMM) and Attitude toward the Brand (ACT) on the Employer Brand Image (MEP). Likewise, to determine the effect of SMM on ACT, evaluate a telecommunications company that provides mobile telephony, cable television and Internet services in Metropolitan Lima. The sample consisted of 150 young men and women between 18 and 35 years of age living in the capital city who stated that they were actively seeking employment and that they were customers. The research has a quantitative explanatory approach and the hypotheses were validated using partial least squares structural equation modeling (PLS SEM). The results determined that SMM positively influences MEP and ACT, however, ACT has no significant effect on MEP.