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This study explores the impact of social media usage and engagement on employer branding. The primary focus of this study is on businesses that are operating in North Macedonia. We have obtained primary data by distributing questionnaires to a randomly chosen sample of more than 400 respondents representing businesses using social media platforms. With the STATA software, the acquired data has been examined, and the regression model has been utilized to demonstrate the relationship between each of the predetermined variables. The study indicates that social media interaction used by businesses has a favorable impact on employer branding.

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Impact of Social Media Use and Engagement on Employer Branding

  • 会议论文

  • 发表日期：

    2025年

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  • Valbona Arifi,
  • Veland Ramadani,
  • Shpresa Syla,
  • Selajdin Abduli

摘要

This study explores the impact of social media usage and engagement on employer branding. The primary focus of this study is on businesses that are operating in North Macedonia. We have obtained primary data by distributing questionnaires to a randomly chosen sample of more than 400 respondents representing businesses using social media platforms. With the STATA software, the acquired data has been examined, and the regression model has been utilized to demonstrate the relationship between each of the predetermined variables. The study indicates that social media interaction used by businesses has a favorable impact on employer branding.