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Staff Word-of-Mouth (SWOM) and retail employee recruitment

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  • Keeling, Kathleen A.
  • McGoldrick, Peter J.
  • Sadhu, Henna

Abstract

Researchers and employers have largely neglected the wider influence of Staff Word-of-Mouth (SWOM), whereas employee referral programs are an established form of recruitment. This paper positions SWOM as a specific form of WOM, communicated by present and former employees, which can influence potential applicants at the prerecruitment stage. Scenario-based Study 1, with retail employees/applicants, shows differential effects on organizational attractiveness of SWOM with positive versus negative messages and tangible versus intangible information, if obtained from strong versus weak social ties.

Suggested Citation

  • Keeling, Kathleen A. & McGoldrick, Peter J. & Sadhu, Henna, 2013. "Staff Word-of-Mouth (SWOM) and retail employee recruitment," Journal of Retailing, Elsevier, vol. 89(1), pages 88-104.
    • Handle: RePEc:eee:jouret:v:89:y:2013:i:1:p:88-104
    DOI: 10.1016/j.jretai.2012.11.003
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    3. Dass, Mayukh & Reddy, Srinivas K. & Iacobucci, Dawn, 2014. "A Network Bidder Behavior Model in Online Auctions: A Case of Fine Art Auctions," Journal of Retailing, Elsevier, vol. 90(4), pages 445-462.
    4. Otterbring, Tobias & Bhatnagar, Roopali & Samuelsson, Peter & Borau, Sylvie, 2021. "Positive gender congruency effects on shopper responses: Field evidence from a gender egalitarian culture," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    5. Rybaczewska, Maria & Sparks, Leigh & Sułkowski, Šukasz, 2020. "Consumers’ purchase decisions and employer image," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    6. Ek Styvén, Maria & Näppä, Anna & Mariani, Marcello & Nataraajan, Rajan, 2022. "Employee perceptions of employers’ creativity and innovation: Implications for employer attractiveness and branding in tourism and hospitality," Journal of Business Research, Elsevier, vol. 141(C), pages 290-298.

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