Skip to Main Content
 

Global Search Box

 
 
 
 

Files

File List


Morrison, Liz Final PDF.pdf (418.77 KB)

ETD Abstract Container

Abstract Header

Effect of Medium Used to Communicate Employee Testimonials on Organizational Attraction

Morrison, Elizabeth Kay
http://rave.ohiolink.edu/etdc/view?acc_num=xavier1484651935278636

Abstract Details

2017, Master of Arts (M.A.), Xavier University, Psychology.
The purpose of this research was to examine the effect of the medium used to communicate employee testimonials on organizational attraction. Based on Media Richness Theory (MRT), participants’ perceptions of the amount of information conveyed by a medium were hypothesized to be highest for employee testimonials presented in the richest medium (video with audio), followed by employee testimonials presented in a more lean medium (picture with audio), followed by employee testimonials presented in the leanest medium (picture with audio). Utilizing the same three conditions, it was also hypothesized that participants would find organizations more attractive when their employee testimonials were presented in a richer medium compared to a less rich medium. Data were collected from a sample of 156 participants, who were randomly assigned to one of the three conditions. Results showed that participants did not find organizations more attractive when their employee testimonials were presented in a richer medium compared to a less rich medium. Participants also did not perceive any differences in media richness among the three conditions. Therefore, the results from this study did not provide support for MRT. Practically, these findings suggest that organizations may have a higher return on investment by inserting text employee testimonials on their recruitment website instead of investing in videos of employee testimonials. Nevertheless, future research should replicate the current study to further examine the factors that influence media richness in the context of organizational attraction.
Dalia Diab, Ph.D. (Committee Chair)
Morrie Mullins, Ph.D. (Committee Member)
Eric Barrett, M.A. (Committee Member)
66 p.
Psychology
employee testimonials; organizational attraction; media richness theory; video

Recommended Citations

Citations

  • Morrison, E. K. (2017). Effect of Medium Used to Communicate Employee Testimonials on Organizational Attraction [Master's thesis, Xavier University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=xavier1484651935278636

    APA Style (7th edition)

  • Morrison, Elizabeth. Effect of Medium Used to Communicate Employee Testimonials on Organizational Attraction. 2017. Xavier University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=xavier1484651935278636.

    MLA Style (8th edition)

  • Morrison, Elizabeth. "Effect of Medium Used to Communicate Employee Testimonials on Organizational Attraction." Master's thesis, Xavier University, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=xavier1484651935278636

    Chicago Manual of Style (17th edition)

xavier1484651935278636
254
© 2017, all rights reserved.
This open access ETD is published by Xavier University Psychology and OhioLINK.