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Seminar –Word-of-mouth on social media: An investigation of valence effects on prehire outcomes

Erasmus Research Institute of Management

Word-of-Mouth (WOM) has become a primary source of employer information. Thus, there is an urgent need to better understand how organizations can best capitalize on such information to build employer brands and attract potential talent. To contribute to current knowledge in this area, I investigate how WOM content in terms of valence and image type influences the evaluation of potential employers. Findings from two experimental studies are discussed in terms of their implications for managing employer image and branding.

This seminar will take place in person in room T8-67 of the Mandeville Building. For the online option, please follow the details below to join the seminar.


  • Kang Yang Yu (Nanyang Technological University)


Burgemeester Oudlaan 50,
3062 PA Rotterdam