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Article

The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image

1
Department of Management Systems and Innovation, Faculty of Management and Production Engineering, Lodz University of Technology, 90-924 Lodz, Poland
2
Department of Organizational Personnel Management, Faculty of Social Sciences, John Paul II Catholic University of Lublin, 20-950 Lublin, Poland
*
Author to whom correspondence should be addressed.
Academic Editors: Wen-Hsien Tsai and Dimitrios A. Georgakellos
Energies 2021, 14(14), 4177; https://doi.org/10.3390/en14144177
Received: 23 June 2021 / Revised: 7 July 2021 / Accepted: 8 July 2021 / Published: 10 July 2021
(This article belongs to the Special Issue Sustainable Production and Environmentally Responsible Consumption)
The aim of this article was to determine the significance of modern marketing communication channels used in the process of shaping the external image of an enterprise as an employer. An analysis of the world literature on marketing, management, marketing communication and human resource management was used to prepare the theoretical part. The results of the analysis indicate a cognitive and research gap regarding the use of modern communication channels for building the external image of an enterprise in the role of an employer. In order to reduce the gap, empirical studies were conducted among young Polish potential employees, in which the survey method was used to gather primary data. The collected data were subjected to statistical analysis, during which the following methods and statistical tests were applied: the analysis of average values, exploratory factor analysis, Kruskal–Wallis test (KW), Pearson chi-square independence test and V-Cramer coefficient analysis. The results of the analyses conducted indicate, inter alia, that statistically significant diversity was identified in the case of non-professional media in terms of respondents’ opinions on whether the employer’s image created by modern media is better than the employer’s image created on the basis of classical marketing communication channels. In the case of professional and non-professional media, the age of the respondents was not a differentiating feature. Moreover, neither for professional media nor for non-professional media were statistically significant dependencies identified between respondents’ opinions on the impact of actions undertaken by enterprises on shaping their positive external image as an employer and respondents’ opinions on whether the employer’s image created on the basis of modern marketing communication channels is more beneficial than the employer’s image created on the basis of classical marketing communication channels. The results obtained on the basis of the research have a cognitive and applicability value, characterized by originality. Until now, the importance of using modern marketing communication channels in shaping the employer’s external image has not been analysed. This also applies to enterprises operating on the energy market. View Full-Text
Keywords: marketing communication; social media; image; enterprise; employer; employer’s image; employee; employer’s image of energy enterprise marketing communication; social media; image; enterprise; employer; employer’s image; employee; employer’s image of energy enterprise
MDPI and ACS Style

Baruk, A.I.; Wesołowski, G. The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image. Energies 2021, 14, 4177. https://doi.org/10.3390/en14144177

AMA Style

Baruk AI, Wesołowski G. The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image. Energies. 2021; 14(14):4177. https://doi.org/10.3390/en14144177

Chicago/Turabian Style

Baruk, Agnieszka Izabela, and Grzegorz Wesołowski. 2021. "The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image" Energies 14, no. 14: 4177. https://doi.org/10.3390/en14144177

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