Public responses to employee posts on social media: the effects of message valence, message content, and employer reputation

Purpose This study examines the effects of employees' personal social media posts on external publics' online engagement and offline word-of-mouth (WOM) intentions about a company. Specifically, it investigates how employee post characteristics including valence and content and employer reputation jointly influence publics' online and offline behaviors. Design/methodology/approach A 2 (post valence: positive vs. negative) × 2 (post content:...