The influence of corporate ability and message sources on employee responses
通过两项实验，研究了企业能力策略内容对员工敬业度和留任意愿的影响，并发现信息源（公司、社交媒体影响者或第三方组织）会调节这一关系。
Employee engagement and retention are vital for organisational viability and sustainability. To foster long-term commitment with employees, companies increasingly use corporate ability strategies through social media to attract current and potential employees. This study aims to examine the relationships among corporate ability strategy, employee engagement, and employee retention, with message source modelled as a moderator. Two experimental studies were undertaken with employees to examine these relationships. Study 1 shows that five different corporate ability strategy contents significantly enhanced employee engagement, which in turn increases retention intention. Study 2 shows the moderation effect of message sources (the company, a social media influencer and a third-party organisation) is significant on the relationship between corporate ability strategy contents and employee engagement. The study contributes to corporate communication literature and human resource management research. The findings have implications for marketers and human resource practitioners to optimise the effectiveness of corporate ability strategy contents through adjusting message sources, enhancing employee engagement and retention.