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Impact of Social Media Use and Engagement on Employer Branding

In: Navigating Economic Uncertainty - Vol. 2

Author

Listed:
  • Valbona Arifi

    (South East European University)

  • Veland Ramadani

    (South East European University)

  • Shpresa Syla

    (South East European University)

  • Selajdin Abduli

    (South East European University)

Abstract

This study explores the impact of social media usage and engagement on employer branding. The primary focus of this study is on businesses that are operating in North Macedonia. We have obtained primary data by distributing questionnaires to a randomly chosen sample of more than 400 respondents representing businesses using social media platforms. With the STATA software, the acquired data has been examined, and the regression model has been utilized to demonstrate the relationship between each of the predetermined variables. The study indicates that social media interaction used by businesses has a favorable impact on employer branding.

Suggested Citation

  • Valbona Arifi & Veland Ramadani & Shpresa Syla & Selajdin Abduli, 2025. "Impact of Social Media Use and Engagement on Employer Branding," Springer Proceedings in Business and Economics, in: Hyrije Abazi-Alili & Abdylmenaf Bexheti & Veland Ramadani & Carmem Leal & Carlos Peixeira Marques (ed.), Navigating Economic Uncertainty - Vol. 2, pages 97-109, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-73510-3_7
    DOI: 10.1007/978-3-031-73510-3_7
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