Abstract
The objective of the study is to investigate the mediating role of social media in order to communicate economic and development value of employer brand to create positive perception towards the organization attraction. In the proposed conceptual model we were trying to establish the relationship between these three key variables. For this, 255 responses were collected from the IT sector employee working in India. In order to test the mediation effect of social media, we performed step-wise regression on SPSS 24. Findings suggested that social media and economic and development value of employer brand dimensions are predictors of organization attraction and also mediating role of social media is positive and significant. The outcome of the study suggests that organization can use economic and development value of employer brand through social media to create pool of applicants.
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