The Impact of Sustainable Social Media Marketing on Recruitment Brand Building: The Mediating Role of Social Media Brand Experience

Abstract

This study investigates the influence of sustainable social media marketing (SMSM) on the development of recruitment brands (RB) in Vietnam’s technology sector, with an emphasis on the mediating role of social media brand experience (BESM). The investigation employs the PLS-SEM method using data from 418 participants. The findings indicate that SMSM exerts both direct and indirect positive effects on RB, mediated through BESM. Notably, BESM is instrumental in converting sustainability messages into brand value, accounting for 28.26% of the relationship between SMSM and RB. This study offers empirical evidence on how businesses can optimize social media strategies to attract talent and suggests management solutions to enhance the efficacy of SMSM and RB.