| 1. |
- Cassar, Mario, et al.
(författare)
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Self-Affirmation of Narcissists on Social Media : A Study Proposing a New Method of Categorization on Facebook Ads
- 2018
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Ingår i: Back to the Future. - Cham : Springer Nature. ; , s. 93-101, s. 93-101
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Bokkapitel (refereegranskat)abstract
- This paper explores the possibility of creating a new category of Facebook ads based on the personality of the user. The introduction of social media channels such as Facebook has provided a new platform for performing self-affirmation theory tests and related behavioral studies. This paper is based on the subsidiary hypothesis that while self-affirming themselves, Facebook users disclose information about their personality. A lexical analysis of each user’s Facebook posts can therefore be used for the purpose of profiling the user. The analysis and categorization of users’ posts based on their behavioral and personality traits can potentially assist marketers interested in targeted marketing to reach a specific audience through this powerful online channel. Hence, this study proposes an innovative method that measures narcissistic personality by analyzing a user’s Facebook posts.
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| 2. |
- Dabirian, Amir, et al.
(författare)
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A great place to work!? : Understanding crowdsourced employer branding
- 2017
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Ingår i: Business Horizons. - : Elsevier. - 0007-6813 .- 1873-6068. ; 60:2, s. 197-205
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Tidskriftsartikel (refereegranskat)abstract
- The benefits provided by employment and identified with a specific employing company are referred to as employer branding. We argue that when employees use IT to share and access work-related experiences openly across organizations, their expectations and assessments of workplaces change. We collected 38,000 reviews of the highest and lowest ranked employers on Glassdoor, an online crowdsourced employer branding platform. Using IBM Watson to analyze the data, we identify seven employer branding value propositions that current, former, and potential employees care about when they collectively evaluate employers. These propositions include (1) social elements of work, (2) interesting and challenging work tasks, (3) the extent to which skills can be applied in meaningful ways, (4) opportunities for professional development, (5) economic issues tied to compensation, (6) the role of management, and (7) work/life balance. We clarify that these value propositions do not all matter to the same extent and demonstrate how their relative valences and weights differ across organizations, especially if institutions are considered particularly good or bad places to work. Based on these findings, we show how employers can use crowdsourced employer branding intelligence to become great places to work that attract highly qualified employees.
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| 3. |
- Dabirian, Amir, et al.
(författare)
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Employer Branding : Understanding Employer Attractiveness of IT Companies
- 2019
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Ingår i: IT Professional Magazine. - : IEEE COMPUTER SOC. - 1520-9202 .- 1941-045X. ; 21:1, s. 82-89
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Tidskriftsartikel (refereegranskat)abstract
- Attracting and retaining IT talent remains challenging for IT ecutives. The limited supply of highly skilled candidates, combined th high workforce mobility, results in considerable hiring, training, d developing costs. To help IT employers overcome these challenges, e authors discuss employer branding as one strategy to manage firms' putations as "great places to work." Based on a content analysis of arly 15 000 employee reviews, this article identifies and describes ght values that IT professionals care about when evaluating IT ployers, highlights which values are most important, and provides commendations for how IT firms can use employer brand intelligence to tract and retain IT talent to remain competitive.
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| 4. |
- Dabirian, Amir
(författare)
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Employer Branding: An Employer View of Value Propositions
- 2024
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421.
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Tidskriftsartikel (refereegranskat)abstract
- Purpose Employer branding is a complex and multifaceted process. It is critical to understand what employer brand value propositions are offered and maintained by the employer during employee tenure. The purpose of this research was to study employer brand value propositions from employers and contrast them with the perceptions of current and former employees. Design/Methodology/Approach The study uses semistructured interviews with managers from a highly ranked IT company in Silicon Valley to understand how employers view employer brand value propositions. In addition, reviews from the same firm were downloaded from the social media site Glassdoor.com to compare employer perspectives to the perspectives of current and former employees. Findings This research discovered different views of employer brand value propositions between the employer versus current and former employees. These differences violate the psychological contract between employee and employer and could yield lower employer retention. Originality/Value This research focused on comparing employer versus employee perspectives of employer brand value propositions for a highly ranked IT firm. It explored implications for employer branding, particularly the psychological contract, as a core contract in the employer branding literature.
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| 5. |
- Dabirian, Amir
(författare)
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Employer branding in the IT industry : An employer view
- 2019
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Ingår i: Proceedings 43rd IEEE Annual Computer Software and Applications Conference, COMPSAC 2019.
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Konferensbidrag (refereegranskat)abstract
- Our previous paper "How do Employers conceptualize characteristics of employer branding in the IT industry?" demonstrated an eight value proposition for employer branding. This work was focused primarily on current and former information technology employees. As an extension to that work, the discussion will focus on a follow-up study examining the characteristics of successful employer branding from the employer perspective.
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| 6. |
- Dabirian, Amir, et al.
(författare)
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Enticing the IT crowd : employer branding in the information economy
- 2019
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Ingår i: Journal of business & industrial marketing. - : EMERALD GROUP PUBLISHING LTD. - 0885-8624 .- 2052-1189. ; 34:7, s. 1403-1409
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Tidskriftsartikel (refereegranskat)abstract
- Purpose The purpose of this paper is to develop an instrument to measure employer branding in the information age. Firms increasingly migrate from matter-intensive business models to information-intensive models, where value lies in information rather than the physical objects. This shift has, in turn, led to a change in employee work skills. This is particularly true in the information technology (IT) sector, where firms rely on a limited supply of skilled labor. Employer branding, a firm's reputation as a place to work, is an important strategy to attract and retain employees. Design/methodology/approach From the literature, the authors developed and refined an instrument to measure key value propositions of employer brands. The potential IT employees surveyed in the study were students enrolled in the disciplines of computer science and information systems at a comprehensive university in North America. The study went through three stages resulting in an instrument for psychometric properties. Findings This research revealed eight employer branding value propositions that future IT employees care about. These dimensions are important for both IT firms and industries competing for skilled IT labor to understand and manage. Originality/value This paper extends the work of Berthon et al. (2005) on employer branding to the information intensive age and particularly the IT sector. It allows executives to manage and measure their employer brand so as to maximize competitive advantage in attracting and retaining skilled employees.
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| 7. |
- Dabirian, Amir, 1965-
(författare)
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Unpacking Employer Branding in the Information Technology Industry
- 2020
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- Attracting and retaining the best talent is a concern, particularly for knowledge-based firms in high-turnover industries, which rely on a limited supply of highly qualified individuals (Ewing, Pitt, De Bussy, & Berthon, 2002). In 2014, 36% of global employers criticized talent shortages, and in a 2015 study, 73% of CEOs reported being concerned about the availability of workers with key skills (Mosley, 2015). Employer branding is a key human resource and marketing strategy that contributes to the company’s brand, enhances the firm’s reputation as a great place for employees to work, and attracts a new workforce (Ahmad & Daud, 2016). An employer brand’s and its employer branding value propositions’ (EBV) ability to attract new employees and increase retention will provide benefits for the entire organization.EBV defines the employer’s attractiveness (Berthon et al., 2005), is a key aspect of the employer branding process, and provides differentiation for the firm (Alnıaçık & Alnıaçık, 2012; Backhaus & Tikoo, 2004; Berthon et al., 2005; Leekha Chhabra & Sharma, 2014; Moroko & Uncles, 2008) to attract and retain employees. Existing research viewed employer branding and its EBV from one or two views—employee or employer—and lacked multiview approaches to employer branding and employer attractiveness. This research focused on a holistic approach and addressed the question: “How do different EBVs affect the perceptions of employer attractiveness? To answer this question holistically, the following research subquestions emerged: RQ1: How do employees perceive the EBV of employer attractiveness?RQ2: How do current and former employees perceive the EBV of employer attractiveness?RQ3: How do potential employees perceive the EBV of employer attractiveness?RQ4: How do employers manage how employees perceive EBV? This research consisted of four empirical papers and focused on the information technology (IT) industry context. The first study focused on employee views from all industries, whereas the second study concentrated on the IT industry and compared current and former employees. Study 3 considered potential employees in the IT industry and operationalized the employee attractiveness construct and EBVs. The final study explored EBVs from the employer’s view in an IT firm and compared its employees’ views regarding the psychological contract. The design of this research is a mixed approach with descriptive and exploratory methodologies. IBM Watson’s artificial intelligence content analysis was used in Studies 1, 2, and 4.Contributions to the body of knowledge includes operationalizing the employee attractiveness construct as a set of EBVs. This research viewed EBVs holistically and extended the set of EBVs from five to eight value propositions for the IT industry. It also defined employer brand intelligence as a tool for practitioners to develop insights for their employer brand.The document is organized with an introductory chapter describing the overall research approach, followed by a literature review chapter, methodology chapter, and summary of findings and contributions. The four papers are included in the final chapter.
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| 8. |
- Lee, Linda W., et al.
(författare)
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Making sense of text : artificial intelligence-enabled content analysis
- 2020
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Ingår i: European Journal of Marketing. - : Emerald. - 0309-0566 .- 1758-7123. ; 54:3, s. 615-644
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Tidskriftsartikel (refereegranskat)abstract
- Purpose The purpose of this paper is to introduce, apply and compare how artificial intelligence (AI), and specifically the IBM Watson system, can be used for content analysis in marketing research relative to manual and computer-aided (non-AI) approaches to content analysis. Design/methodology/approach To illustrate the use of AI-enabled content analysis, this paper examines the text of leadership speeches, content related to organizational brand. The process and results of using AI are compared to manual and computer-aided approaches by using three performance factors for content analysis: reliability, validity and efficiency. Findings Relative to manual and computer-aided approaches, AI-enabled content analysis provides clear advantages with high reliability, high validity and moderate efficiency. Research limitations/implications - This paper offers three contributions. First, it highlights the continued importance of the content analysis research method, particularly with the explosive growth of natural language-based user-generated content. Second, it provides a road map of how to use AI-enabled content analysis. Third, it applies and compares AI-enabled content analysis to manual and computer-aided, using leadership speeches. Practical implications - For each of the three approaches, nine steps are outlined and described to allow for replicability of this study. The advantages and disadvantages of using AI for content analysis are discussed. Together these are intended to motivate and guide researchers to apply and develop AI-enabled content analysis for research in marketing and other disciplines. Originality/value To the best of the authors' knowledge, this paper is among the first to introduce, apply and compare how AI can be used for content analysis.
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| 9. |
- Paschen, Jeannette, et al.
(författare)
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The brand personalities of brand communities : an analysis of online communication
- 2017
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Ingår i: Online information review (Print). - : Emerald Group Publishing Limited. - 1468-4527 .- 1468-4535. ; 41:7, s. 1064-1075
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Tidskriftsartikel (refereegranskat)abstract
- PurposeOnline brand communities provide a wealth of insights about how consumers perceive and talk about a brand, rather than what the firm communicates about the brand. The purpose of this paper is to understand whether the brand personality of an online brand community, rather than of the brand itself, can be deduced from the online communication within that brand community.Design/methodology/approachThe paper is empirical in nature. The authors use community-generated content from eight online brand communities and perform content analysis using the text analysis software Diction. The authors employ the five brand personality dictionaries (competence, excitement, ruggedness, sincerity and sophistication) from the Pitt et al. (2007) dictionary source as the basis for the authors’ analysis.FindingsThe paper offers two main contributions. First, it identifies two types of communities: those focusing on solving functional problems that consumers might encounter with a firm’s offering and those focusing on broader engagement with the brand. Second, the study serves as a blueprint that marketers can adopt to analyze online brand communities using a computerized approach. Such a blueprint is beneficial not only to analyze a firm’s own online brand community but also that of competitors, thus providing insights into how their brand stacks up against competitor brands.Originality/valueThis is the first paper examining the nature of online brand communities by means of computerized content analysis. The authors outline a number of areas that marketing scholars could explore further based on the authors analysis. The paper also highlights implications for marketers when establishing, managing, monitoring and analyzing online brand communities
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| 10. |
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