The purpose of the current study was to examine the effects of valence, medium, and source of digital word-of-mouth messages on organizational attraction, and to investigate if organizational attraction ratings change over time. As expected, findings showed a significant main effect of valence on company attractiveness and job pursuit intentions, such that ratings were higher for the positive than the negative message. However, there was a significant interaction between valence and medium on company attractiveness ratings, such that valence had a stronger effect on company attractiveness when the medium used was text as opposed to video. Results also indicated that evaluations of company attractiveness and job pursuit intentions became significantly less extreme (more neutral) after a 2-week period, regardless of message valence.

中文翻译：

---

数字口碑和组织吸引力：关注消息特征和时间

本研究的目的是检验数字口碑信息的效价、媒介和来源对组织吸引力的影响，并调查组织吸引力评级是否随时间变化。正如预期的那样，调查结果显示效价对公司吸引力和求职意向有显着的主要影响，因此正面信息的评分高于负面信息。然而，在公司吸引力评级中，效价和媒介之间存在显着的相互作用，因此当使用的媒介是文本而不是视频时，效价对公司吸引力的影响更大。结果还表明，无论信息效价如何，在 2 周后，对公司吸引力和求职意向的评估都变得不那么极端（更加中性）。