Employer Brand Communication has Influenced the Sustainable Development of Public Organizations in Stock Exchange.
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Abstract
Abstract
The objective of this research is to study the marketing communication strategies in terms of external reputation, internal communication within the organization, values, and corporate social responsibility, which impact the sustainable development of organizations in the Thai stock exchange.
The research adopts a quantitative approach. An online questionnaire was used as a data collection tool. The sample group consisted of 340 employees of public companies. Data were analyzed using descriptive statistics, such as frequency, percentage, mean, standard deviation and inferential analysis using statistical analysis of multiple linear regression equations.
The study findings reveal that employer brand communication significantly affects the sustainable development of organizations in terms of economic, social, and environmental dimensions in the stock exchange. Specifically, internal communication within the organization has the highest impact, followed by values and corporate social responsibility, and external reputation, in that order. The statistical significance level is 0.05
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