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Massive shifts in the recruitment landscape, the continually changing nature of work and workers, and extraordinary technological progress have combined to enable unparalleled advances in how current and prospective employees receive and process information about organizations. Once the domain of internal organizational public relations and human resources (HR) teams, most employment branding has moved beyond organizations’ control. This chapter provides a conceptual framework pertaining to third party employment branding, defined as communications, claims, or status-based classifications generated by parties outside of direct company control that shape, enhance, and differentiate organizations’ images as favorable or unfavorable employers. Specifically, the authors first theorize about the underlying mechanisms by which third party employment branding might signal prospective and current employees. Second, the authors develop a framework whereby we comprehensively review third party employment branding sources, thus identifying the different ways that third party employment branding might manifest. Third, using prototypical examples, the authors link the various signaling mechanisms to the various third party employment branding sources identified. Finally, the authors propose an ambitious future research agenda that considers not only the positive aspects of third party employment branding but also potential “dark sides.” Thus, the authors view this chapter as contributing to the broader employment branding literature, which should enhance scholarly endeavors to study it and practitioner efforts to leverage it.

President Obama embraced social media and remains one of the most followed persons on Twitter. The focus of this study is twofold: to assess how the President’s use of Twitter affected (a) Millennials’ perception of Obama and (b) Millennials’ interest and likelihood to participate in the political process. Study findings provide support for a model derived from information processing theory. Results also suggest that message orientation (or perceived favorability) predicted source credibility, which stems from message content as well as the Twitter medium by which the message was delivered. Implications for study findings – including optimal strategies for cultivating a social media presence – are discussed.

Digital influencers, besides being a personal branding phenomenon, constitute, nowadays, important partners for brands in the digital environment. Despite the benefits for both parties, the brand and the endorser, there is a risk when the individuals or the brand take part in some scandal or questionable activity, which causes a loss of credibility and reputation. The contagious effect of personal or corporate brand crisis with the partners is well reported in the literature. However, there are no studies about such occurrence in the digital environment, considering that the phenomenon of digital influence has some particularities differing from traditional celebrity endorsement. This chapter focuses on the research of the consequences of a change in the credibility of influencers or brands, after the occurrence of a negative situation, and the way in which this change affects the two parties involved, the brand and the influencer. We conducted a netnographic study of the social media pages of three digital influencers and the social media pages of a recognized fast fashion brand recognized in the digital world. We analyzed 1500 social media comments from their audiences and found that influencers suffer from a loss in sympathy and credibility by scandals while crisis communication strategies in corporate brands can prevent such damages. Strategic implications for brand managers and digital influencers managing their endorsements are addressed in the discussion.

Social network analysis (SNA) may be useful in the exploration of the potential intersection between organizations, human relations (HR), public relations (PR), and corporate social responsibility (CSR) or sustainability issues. In an age of PR, social media have an important function, as reflected in the employee engagement movement. Visualization through mapping of Twitter data allows researchers to identify centers of social influence in which content travels through key accounts during sharing. Computer-mediated communication (CMC) concepts of identity, interaction, and community offer potential for future research.

This chapter introduces linguistic delivery style to auditing research, demonstrates how linguistic delivery style relates to client credibility, and shows how linguistic delivery style and client credibility influences auditors’ judgment. Two hundred auditors participated in an analytical procedures task. The results indicate that high client credibility and powerful linguistic delivery style increase the auditor's assessed likelihood that the explanation accounts for the fluctuation and decrease their intent to perform additional testing. Moreover, powerless linguistic delivery style from an otherwise high credibility client leads to auditor judgments and intentions that are indistinguishable from those that arise from a low credibility client. Finally, evidence indicates that linguistic delivery style is a fourth component of credibility.

This study examines whether the source from which nonprofessional investors obtain corporate social responsibility (CSR) disclosure influences their investment-related judgments and decisions and whether that influence depends on the company's financial performance. In an experiment, we find an asymmetrical effect of information source that varies with financial performance. In particular, information source affects investors' management credibility judgments when the firm announces unfavorable earnings result but not when the announced result is favorable. The mediation analysis reveals that investors' management credibility judgments mediate the joint effect of information source and financial performance on investors' investment decisions. Our findings highlight that the effectiveness of CSR communication can be complicated and that investors are sensitive to other factors that exist in the communication setting, such as the context in which CSR is disclosed (contextual factor) and information source of CSR disclosures (attributional factor).

Research has shown evidence of the use of impression management strategies in corporate disclosures as a means of presumably tempering and swaying investors’ perceptions. These impression management strategies include shifts in the tone used when providing disclosures. However, recent research also provides evidence that such techniques can have a contrary effect when the tone of the message appears to be “too good to be true.” This study explores how the use of optimism and certainty in the Management Discussion and Analysis (MD&A) portion of the annual report affects nonprofessional investors’ investment decisions – a class of investors known to heavily rely on the MD&A portion of annual reports. We theorize a bifurcated effect where optimism and certainty have a positive and direct effect on investor willingness to invest, but at the same time optimism and certainty have a negative indirect effect on willingness to invest that is mediated through decreased perceptions of disclosure credibility. The results provide evidence supporting such a bifurcated effect from the use of tone in management disclosures.

Purpose: Previous research has found that people’s trust in a source of information affects whether they will expose themselves to information from that source, pay attention to that source, and the likelihood that they will act on the information obtained from that source. This study tracked trends in levels of trust in different health information sources over time and investigated sociodemographic predictors of trust in these sources.

Methodology/Approach: Data were drawn from the Health Information National Trends Survey (HINTS), a nationally representative, cross-sectional survey of adults in the USA. Weighted percentages, means, and standard errors for trust in health information sources were computed using data from four iterations of the survey (2005, 2009, 2012, and 2013). Weighted multivariable logistic regression models were employed to investigate associations between sociodemographic variables and level of trust in health information sources using HINTS 2013 data.

Findings: Trend analyses revealed declining trust in “traditional” mass media channels, such as television and radio, for health information and consistently high trust in interpersonal sources, like physicians, over the past decade. Regression analyses showed that those with more education (ORs 2.93–4.59, p < 0.05) and higher incomes (ORs 1.65–2.09, p < 0.05) were more likely to trust the Internet for health information than those with less education and lower incomes. Non-Hispanic Blacks and Hispanics were more likely to trust mass media channels in comparison to Non-Hispanic Whites (ORs 1.73–2.20, p < 0.05).

Implications: These findings can be used to inform the strategic selection of channels for disseminating health information to certain demographic groups.

Innovative modern technologies are utilised in the hospitality and tourist industry to attract prospective consumers. Travel vlogs have emerged as a type of visual travel blog which includes information regarding tourist destinations, accommodation, cuisine, touristic activities, mode of accessibility, etc. The current study aims to investigate the influence of vlogger credibility on triggering the tourist intention to visit an eco-tourism destination.

The present study is a quantitative study, and it was conducted by surveying 218 respondents. A structured, close-ended and self-administrated questionnaire was used to collect data from the respondents.

The findings indicated that vlogger trustworthiness, expertise and attractiveness significantly impact Bangladeshi tourists' intention towards visiting an eco-tourist destination.

The present study has several theoretical and practical contributions. Theoretically, the research framework illustrated how the vloggers' trustworthiness, expertise and attractiveness on Bangladeshi tourists' visit intention to eco-tourist destinations. Practically, tourism industry practitioners, particularly destination marketers, will get benefit from the present study.

This chapter investigates the status of urban youths’ knowledge of the COVID-19 pandemic and related prevention measures; their sources of information about COVID-19 and their trust in sources of information about COVID-19; credibility of urban youths’ sources of information about COVID-19; related prevention measures and the effect of the above on urban youths’ attitudes towards the adoption of preventive measures against COVID-19. An online survey and three focus group interviews were conducted to collect data. Results indicated that although the majority of young people in urban Uganda were knowledgeable about COVID-19, they also held various misconceptions about it yet this presence of cognitive dissonance, did not negatively affect their adoption of preventive measures. Instead, it worked as a motivator to find more information for change.