| Abstract [eng] |
78 pages, 21 tables, 4 figures, 68 references. The aim of the master's thesis is to analyze and empirically investigate how social media communication influences the formation of the employer brand and image, as well as its impact on the overall organizational image. The master's thesis consists of five parts: a scientific literature review, research methodology, research results analysis, conclusions, and recommendations. In the scientific literature review section, key concepts such as social media communication, organizational image, and employer brand are examined based on scientific sources. Additionally, the interrelationships between these factors are analyzed, focusing on the mediating role of organizational image between social media communication and the employer brand and how these connections manifest in different organizations. In the empirical research methodology section, a quantitative research method was employed using a structured anonymous questionnaire to gather data on the impact of social media communication on organizational image and the employer brand. The study included 221 respondents, the majority of whom were women (73.8%). Respondents were categorized by age groups, work sectors, and organization size. The reliability of the study was evaluated using Cronbach's Alpha coefficient, with values exceeding 0.7, indicating a high reliability of the research instrument. Data analysis was performed using IBM SPSS Statistics software and the Andrew F. Hayes PROCESS macro tool. In the research results analysis section, it was found that social media communication has a positive impact on both organizational image and the employer brand. Regression analysis results confirmed that social media communication significantly affects organizational image (coefficient 0.969, p < 0.001) and the employer brand (coefficient 0.747, p < 0.001). Furthermore, mediation analysis revealed that organizational image acts as a mediator between social media communication and the employer brand. While social media communication had a negative direct effect on the employer brand (coefficient -0.212, p = 0.001), this effect was neutralized through the positive mediating role of organizational image. In the conclusions and recommendations section, the findings of the scientific literature review and empirical research were summarized, and practical recommendations were provided for organizations on how to optimize social media communication strategies to strengthen the employer brand and create a positive organizational image. It is recommended to enhance employee engagement in social media communication activities, establish consistent communication strategies, regularly evaluate communication effectiveness, and invest in employee competence development. Future researchers are encouraged to further explore the effects of specific social media communication elements on organizational image and the employer brand to identify which factors have the most significant impact. |
