کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
885957 | 1471772 | 2016 | 14 صفحه PDF | دانلود رایگان |
• We develop and validate a multi-dimensional scale to measure employees' company-related social media competence.
• We conduct studies in Germany and U.S.
• We provide support for test–retest reliability and ecological reliability.
Cases in which employees' uses of social media harm their company's reputation highlight the need for a measure to evaluate employees' company reputation-related social media competence (RSMC). Drawing on reputation and human capital theory and data from four occupationally diverse samples of employees, this study develops and validates a new, multidimensional measure of RSMC, or an employee's ability to use social media without causing harm to the employer's reputation. Exploratory factor analyses, first- and second-order confirmatory factor analyses, and structural equation modeling all provide strong evidence of the convergent, discriminant, known-group, and nomological validities of the proposed RSMC scale. The higher-order RSMC construct also relates to job demands and resources and to two behavioral outcomes: bad mouthing and positive word of mouth. The RSMC scale also exhibits test–retest reliability and ecological validity. Thus, the new scale offers both research directions and managerial implications.
Journal: Journal of Interactive Marketing - Volume 36, November 2016, Pages 46–59