Investigating electronic word-of-mouth on social media: an eye-tracking approach

• Main Authors: Yu, Kang Yang Trevor, Goh, Kim Huat, Kawasaki, Shota
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2023
• Subjects: Business::Management; Credibility; Employer Branding
• Online Access: https://hdl.handle.net/10356/164287
• Institution: Nanyang Technological University

We investigate how individuals process electronic word-of-mouth (eWOM) about jobs and employers on social media. Employing eye-tracking methodology, our study investigated: (1) the cognitive processing of positive and negative eWOM hosted on social media; (2) the factors influencing job seekers'...