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dc.contributor.authorKönsgen, Raoul
dc.contributor.authorSchaarschmidt, Mario
dc.contributor.authorIvens, Stefan
dc.contributor.authorMunzel, Andreas
dc.date.accessioned2024-04-03T06:53:30Z
dc.date.available2024-04-03T06:53:30Z
dc.date.issued2018en_US
dc.identifier.issn1094-9968
dc.identifier.doi10.1016/j.intmar.2018.05.001
dc.identifier.piiS1094-9968(18)30030-6
dc.identifier.urihttps://www.sciencedirect.com/science/article/pii/S1094996818300306
dc.identifier.urihttp://hdl.handle.net/20.500.12127/7433
dc.description.abstractSharing experiences with peers through online reviews has amplified the impacts of individual articulations on the reputations of firms across many industries. With employee review sites, current and former employees share their positive and negative experiences with their company, which has become an increasingly important aspect for reputation management and for job seekers' decision-making on where to apply. In the present study, the effects of discrepant reviews (i.e., reviews with a high variance in company evaluations) are examined in the context of employer review sites. In particular, we investigate how review discrepancy, persuasion knowledge activation, and constructive company responses affect job seekers' trust in the company and the resulting application intentions. In our preliminary study, we analyzed a sample of 25,827 published company reviews on the German employee rating site Kununu.de. The results revealed that high levels of discrepant reviews for the same company exist, thus underlining the need for additional studies. In our main study, a 2 (review discrepancy) × 2 (persuasion knowledge activation) × 2 (company response) between-subject-design experiment was conducted with 311 respondents. We find that high levels of discrepancies lead to increased intentions to avoid submitting applications to the focal company and reduced intentions to pursue employment. This study complements the research concerning online reputation by highlighting the relevance of discrepant reviews for job seekers' application intentions.en_US
dc.language.isoenen_US
dc.publisherElsevieren_US
dc.rights© 2018 Direct Marketing Educational Foundation, Inc. dba Marketing EDGE. All rights reserved.
dc.subjectOnline Reputationen_US
dc.subjectDiscrepant Reviewsen_US
dc.subjectEmployer Reviewsen_US
dc.subjectEmployer Brandingen_US
dc.subjectSocial Mediaen_US
dc.titleFinding meaning in contradiction on employee review sites: Effects of discrepant online reviews on job application intentionsen_US
dc.typeOther
dc.identifier.journalJournal of Interactive Marketingen_US
dc.source.volume43en_US
dc.source.beginpage165en_US
dc.source.endpage177en_US
dc.contributor.departmentUniversity of Koblenz-Landau, Institute for Management, Universitätsstr, 1, 56070 Koblenz, Germanyen_US
dc.contributor.departmentToulouse University, UT1, TSM Research (CNRS UMR 5303), 2 Rue du Doyen Gabriel Marty, 31042 Toulouse Cedex 9, Franceen_US
dc.identifier.eissn1520-6653
vlerick.knowledgedomainMarketing & Salesen_US
vlerick.typearticleJournal article with impact factoren_US
vlerick.vlerickdepartmentMKTen_US
dc.identifier.vperid312217en_US
dc.source.journaltitleJournal of Interactive Marketing


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