隨著科技與網際網路的發展，社群媒體網紅已經成為數位世界中顯著的趨勢，因此，越來越多的企業嘗試與這些網紅合作，以推廣其企業形象和雇主品牌。本研究探討網紅可信度和熟悉度對企業形象和雇主吸引力的影響之間的關係。透過與Z世代參與者的質性訪談與量化分析結果，本研究發現網紅可信度對企業形象有正面影響，而熟悉度則沒有顯著影響。此外，研究還發現企業形象對雇主吸引力有正面影響，並在網紅可信度與雇主吸引力之間產生中介效應，然而，並未發現網紅熟悉程度有中介效應。這些發現突顯了企業形象的價值，尤其是在將網紅影響的感知轉化為雇主品牌方面。本研究的貢獻在於將網紅行銷理論延伸至雇主品牌塑造的領域，並為人力資源和行銷專業人員提供實務意義。此研究結果鼓勵企業與可信的網紅合作，採用策略性的推廣並與企業價值相結合，以達成有效吸引人才的效果。在變化瞬息萬千的網絡世界中，建議未來的研究可探討不同的文化脈絡和目標群體，以加深加廣對此現象的了解。

Due to the advances of technologies and the internet, social media influencers have emerged as powerful trends in the digital world, consequently, more and more firms have collaborated with these trend influencers to promote their corporate image and employer branding. This study investigates the relationship between influencers’ credibility and familiarity and clarifies their impact on corporate image and employer attractiveness. Through qualitative interviewing and quantitative research analysis, with a focus on Generation Z, the findings of this research suggest that influencers’ credibility positively influences corporate image, while familiarity alone does not have a significant impact. Additionally, corporate image is positively related to employer attractiveness and mediates the relationship between influencers’ credibility and employer attractiveness. However, there is no mediating effect on influencers’ familiarity. The above findings highlight the core value of corporate image in translating influencer-driven perceptions into employer branding outcomes. The contributions of this study are extending influencer marketing theories to the domain of employer branding and providing practical implications for HR and marketing professionals. Organizations are encouraged to collaborate with credible influencers and align strategic promotion with corporate values to attract talent effectively. Future research is recommended to explore different cultures and targeted groups to deepen the understanding of this evolving phenomenon.

Thesis Validation Letter i
中文摘要 ii
Abstract iii
Chapter 1. Introduction 1
1.1 Research Background 1
1.2 Research Purpose 3
1.3 Research Procedures 4
Chapter 2. Literature Review 6
2.1 Human Resource Management 6
2.2 Employer Branding 8
2.2.1 Corporate Image 9
2.2.2 Attractiveness of Employer Branding 10
2.3 Influencer Marketing 12
2.3.1 Endorsement Advertising 12
2.3.2 Employer Branding on Social Media 12
2.4 Internet Influencers 14
2.4.1 Influencers’ Credibility 15
2.4.2 Influencers’ Familiarity 16
2.5 Generation Z 17
2.5.1 Authenticity and Instant Communication 17
2.5.2 Striving for a Workplace that Enables Personal Value Fulfillment 17
2.5.3 Emphasizing Corporate Responsibility 18
2.5.4 Work-life Balance and Flexible Working Options 18
2.5.5 Continuous Learning and Personal Growth 19
Chapter 3. Research Methodology 20
3.1 Research Method Adopted 20
3.2 Research Data Selection and Collection 21
3.2.1 Interview 21
3.2.2 Questionnaires 22
3.3 Qualitative Interview Procedure 23
3.3.1 Purpose of Qualitative Research 23
3.3.2 Qualitative Interview Procedure 23
3.3.3 The Details of Interviewees’ Background 24
3.4 Quantitative Research Procedure 25
3.4.1 Purpose of Quantitative Research 25
3.4.2 Quantitative Research Scope and Sampling 25
3.4.3 Quantitative Research Procedure 25
3.4.4 Statistical Analysis Methods 26
Chapter 4. Qualitative Research Analysis 27
4.1 Research Hypothesis Derivation 27
4.1.1 Job-related Information Searching on Social Media 27
4.1.2 Corporate Image and Employer Branding on Social Media 29
4.1.3 The Role of Corporate Image 31
4.2 Research Framework and Hypotheses 32
4.3 Measurement of Research Variables 33
4.3.1 Influencers’ Credibility 34
4.3.2 Influencers’ Familiarity 36
4.3.3 Corporate Image 37
4.3.4 Employer Attractiveness 38
Chapter 5. Quantitative Research Analysis 40
5.1 Sample Structure Analysis 40
5.2 Descriptive Statistical Analysis 41
5.2.1 Influencers’ Credibility 42
5.2.2 Influencers’ Familiarity 44
5.2.3 Corporate Image 45
5.2.4 Employer Attractiveness 46
5.3 Reliability and Validity Analysis 47
5.4 Regression Analysis and Hypotheses Testing 56
Chapter 6. Discussion and Conclusions 60
6.1 Discussion 60
6.2 Conclusions 61
6.3 Theoretical and Practical Contribution 62
6.4 Limitation and Future Research 64
References 66
Appendix 73

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