Building better employer brands through employee social media competence and online social capital

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