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Investigating the Components Affecting the Perception Of the Authenticity of Senior Managers of Knowledge-Based Companies in the Instagram Social Network and Its Role in Shaping the Organization's Employer Brand from the Perspective of Potential Knowledge Employees

Bayat, Erfan | 2022

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 55104 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Alavi, Babak
  7. Abstract:
  8. The goal of this study was to realize how the younger generation's perceptions of the authenticity of senior managers in knowledge-based firms affects the components of their employer brand on social media. For this reason, the perceptions of managers' authenticity from the perspective of the younger generation on Instagram, as an example of social networks, was investigated in the first stage of the study. The mechanisms of effectiveness of the identified components of authenticity are sought in the second step, in shaping the components of the manager's organization's employer brand. To attain the research goal, an exploratory approach was taken conducted, and a qualitative research method was applied. In this regard, 18 interviews were conducted with students in business- related fields between the ages of 24 and 30 who follow the pages of some senior managers on Instagram (10 men and 8 women). The interviews were analyzed using the thematic analysis method. In the first section, four primary themes were identified and discussed: 1-true self-expression; 2-self-awareness and self- knowledge; 3-a comprehensive view of environmental information without prejudice; and 4- action based on commitment to one's values. Each of these categories is divided into subcategories based on how the samples perceive the visual and written information. The relationships between the components of the employer brand and evidence derived from the audience's perception of managers' perceived authenticity is explained in the second half. Managers can analyze their motivations for being in a social networking environment and truly use them to improve their authenticity by using evidence of perceived authenticity. The use of evidence to demonstrate appearance and captivate the audience in order to promote a personal brand is unrealistically practical is unethical and contradicts the goal of this study as well as the essence of authenticity, so such an interpretation of the findings should be avoided. Organizations and managers can use evidence and social media tools in accordance with the realities within the organization and help improve the organization's employer brand from the point of view of a similar research sample by observing the relationship between evidence and components of the employer brand.
  9. Keywords:
  10. Leadership ; Social Networks ; Authenticity ; Employer Brand ; Knowledge Based Companies ; Authentic Leadership

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