Most of previous studies done on publicity were mainly focused on the positive and negative publicity. However, for the job applicants, while it is important to consider positive and negative publicity when making career choices, it is also important to note that there are other variables of publicity that should be considered when making these decisions.
According to previous studies, publicity might play an important role in helping the job seekers to choose which company to work for. Based on these studies, a study was conducted to determine whether or not publicity has an impact on the attractiveness of an organization to the job seekers. Moreover, in this study, I also tried to explore the effects of publicity¡¦s impressiveness (which can be categorized into timeliness and coverage) and publicity¡¦s relatedness (which can be categorized into the level of concern and familiarity) on the organization¡¦s attractiveness to the potential job seekers.
In this study, a scenario-based experiment was conducted mainly on 240 Business graduate students; those who were enrolled in part-time master program were excluded from this study. The results of the experiment indicated that publicity has significant impact on the attractiveness of the organization to the job seekers. The results of the study also supported that the publicity¡¦s impressiveness (both the timeliness and coverage) can influence, to a certain extent, the attractiveness of the organization. Moreover, with regards to publicity¡¦s relatedness (categorized into the level of concern and familiarity), the results have revealed that the level of concern does have a significant influence on the attractiveness of the organization to the job seekers whereas familiarity doesn¡¦t.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0727111-014010 |
| Date | 27 July 2011 |
| Creators | Huang, Wei-Ting |
| Contributors | Shyh-Jer Chen, Jin-Feng, Uen, Liang-Chih Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0727111-014010 |
| Rights | unrestricted, Copyright information available at source archive |
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