Investigating electronic word‐of‐mouth on social media: An eye‐tracking approach
通过眼动追踪实验，研究了求职者如何处理社交媒体上关于工作和雇主的正面与负面电子口碑，发现负面信息更受关注，且雇主熟悉度和声誉影响信息处理，雇主声誉和求职努力增强口碑可信度。
Abstract We investigate how individuals process electronic word‐of‐mouth (eWOM) about jobs and employers on social media. Employing eye‐tracking methodology, our study investigated: (1) the cognitive processing of positive and negative eWOM hosted on social media; (2) the factors influencing job seekers' cognitive processing of eWOM; and (3) the factors influencing perceptions of the credibility of eWOM as a source of employer information. Our results suggest the following. First, job seekers devote more attention to negative compared with positive eWOM. Second, existing employer knowledge in terms of familiarity and reputation influences how positive and negative eWOM are processed. Lastly, employer reputation and job search effort enhance one's perceptions of the credibility of eWOM. Overall, this research provides insights into the cognitive processing of online employer information and its implications for job search, recruitment, and employer branding.