Despite the significant and increasing influence of social media on employees' work lives, there is limited focus on employees' social media competencies from an employer branding or internal marketing perspective. Building on social identity and social exchange theories, this paper links employees' social media competence to an increase in online brand citizenship behaviour and reduction in feelings of psychological contract violation towards their employer's brand. We also examine the distinct mediatory effects of two forms of online social capital—bonding mediates the influence of employee social media competence on online brand citizenship and feelings of psychological contract violation, whilst Bridging only mediates the effect of social media competence on feelings of psychological contract violation. In doing so, we contribute to extant literature in two ways: (1) Address the need for research on social media in relation to employer branding; and (2) highlight the importance of building employee‐to‐employee and employee‐to‐employer relationships by virtual means in the context of employer branding. Therefore, this paper responds to calls for research that advances more responsible approaches to employer branding and internal marketing; that is, approaches that take into account employee competencies (emphasise need for skill development) as well as wellbeing (emphasise need for support).

中文翻译：

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通过员工社交媒体能力和在线社交资本建立更好的雇主品牌

尽管社交媒体对员工工作生活的影响越来越大，但从雇主品牌或内部营销角度来看，对社交媒体能力的关注仍然有限。基于社会认同和社会交换理论，本文将员工的社交媒体能力与在线品牌公民行为的增加以及对雇主品牌的心理契约违规感的减少联系起来。我们还研究了两种形式的在线社交资本的中介作用：绑定中介了员工社交媒体能力对在线品牌公民感和心理契约违背感的影响，而桥接仅中介了社交媒体能力对心理契约感的影响。违反。在这样做，我们通过两种方式为现有文献做出贡献：（1）解决与雇主品牌相关的社交媒体研究的需求；（2）强调了在雇主品牌化背景下通过虚拟手段建立雇员与雇员和雇员与雇员之间关系的重要性。因此，本文回应了要求进行研究的呼吁，这些研究提出了更负责任的雇主品牌和内部营销方法。即，考虑员工能力（强调技能开发的需求）以及幸福感（强调支持的需求）的方法。（2）强调了在雇主品牌化背景下通过虚拟手段建立雇员与雇员和雇员与雇员之间关系的重要性。因此，本文回应了要求进行研究的呼吁，这些研究提出了更负责任的雇主品牌和内部营销方法。即，考虑员工能力（强调技能开发的需求）以及幸福感（强调支持的需求）的方法。（2）强调了在雇主品牌化背景下通过虚拟手段建立雇员与雇员之间以及雇员与雇主之间关系的重要性。因此，本文回应了要求进行研究的呼吁，这些研究提出了更负责任的雇主品牌和内部营销方法。即，考虑员工能力（强调技能开发的需求）以及幸福感（强调支持的需求）的方法。