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Effects of employees’ personal social media behaviour on corporate reputation and behavioural intention : the moderating role of ethical position
Mini Dissertation (MBA)--University of Pretoria, 2019.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2020
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| _version_ | 1867613536627195904 |
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| access_status_str | Open Access |
| author2 | Petzer, Danie |
| author_browse | Petzer, Danie |
| author_facet | Petzer, Danie |
| collection | Thesis |
| dc_rights_str_mv | © 2020 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2019. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/76037 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:37:42.843Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2020 |
| publishDateRange | 2020 |
| publishDateSort | 2020 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/76037 Effects of employees’ personal social media behaviour on corporate reputation and behavioural intention : the moderating role of ethical position Petzer, Danie ichelp@gibs.co.za Efune, Nanette UCTD Mini Dissertation (MBA)--University of Pretoria, 2019. This study examined the effects and risk of employee personal social media behaviour on corporate reputation, and the subsequent changing of consumer behavioural intention (CBI) in the banking industry. Additionally, this study also determined whether the ethical position, i.e idealistic views or relativistic views, moderates the consumer perception of the corporate reputation due to a personal social media post of an employee. This study was conducted using the Stimulus-Organism-Response model as a theoretical grounding. The research design was a single factor between subject experimental design, with a treatment and control group which were allocated to scenarios depicting an employee’s personal social media post. The analysis revealed that employee personal social media behaviour does affect consumer perception of the corporate reputation, and futhermore changes the CBI. However, the moderation analysis revealed that a consumer’s ethical position has no effect on their perception of the corporate reputation based on the employee’s personal social media behaviour. The findings offer recommendations to managers going forward. pt2020 Gordon Institute of Business Science (GIBS) MBA Unrestricted 2020-09-04T10:52:52Z 2020-09-04T10:52:52Z 2020/04/01 2019 Mini Dissertation Efune, N 2019, Effects of employees’ personal social media behaviour on corporate reputation and behavioural intention : the moderating role of ethical position, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/76037> http://hdl.handle.net/2263/76037 en © 2020 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Effects of employees’ personal social media behaviour on corporate reputation and behavioural intention : the moderating role of ethical position |
| title | Effects of employees’ personal social media behaviour on corporate reputation and behavioural intention : the moderating role of ethical position |
| title_full | Effects of employees’ personal social media behaviour on corporate reputation and behavioural intention : the moderating role of ethical position |
| title_fullStr | Effects of employees’ personal social media behaviour on corporate reputation and behavioural intention : the moderating role of ethical position |
| title_full_unstemmed | Effects of employees’ personal social media behaviour on corporate reputation and behavioural intention : the moderating role of ethical position |
| title_short | Effects of employees’ personal social media behaviour on corporate reputation and behavioural intention : the moderating role of ethical position |
| title_sort | effects of employees personal social media behaviour on corporate reputation and behavioural intention the moderating role of ethical position |
| topic | UCTD |
| url | http://hdl.handle.net/2263/76037 |