All about My Employer - The Effects of Job Seeker Characteristics and Job Attributes on Electronic Staff Word of Mouth Helpfulness

We focus on the unaddressed area of electronic staff word of mouth (eSWOM) in employer review sites. We theorize the role of job characteristics (tangible vs. intangible) in online review content in impacting online review helpfulness. Besides, we hypothesize the moderating role of two dimensions, traditionalist and survivalist values of the job seeker's culture, in the relationship between online review content and review helpfulness.