VIERNES, NICOLE ANNE P.

2191054
1248 BSAC
AE 311 MWF 3-4PM

The article The Brand Personality Dimensions of Business-to-Business Firms: A Content

Analysis of Employer Reviews on Social Media was written by Jeandri Robertson in April 17,
2019 and was published from the journal entitled Journal of Business-to-Business Marketing.
This article was accessed from multiple sources such as Managing Brand Equity by Aaker,
Brand Leadership by Aaker and E. Joachimsthaler and Journal of Marketing Research by Aaker
and J.L to name a few.
The author’s purpose in writing this article was to conduct a research about the different
brand personalities that their employees are building upon their employer’s brand especially
through the social media platforms. To conduct the experiment, the author suggests that “We
examine how the brand personalities, based on online reviews, differ between high-and-low-
ranked, and high-and-low rated brands. 6,300 written employee reviews from a social media
platform, Glassdoor, are used for content analysis in DICTION, to determine the brand
personality dimensions they communicate (J.L).” which means that in order to prove whether the
social media is making any difference towards the employees rand personalities, they used the
Web-based questionnaire as the data collection method in which they collected the data through
the online reviews. In addition, content analysis was used to analyze the data. It is a technique for
gathering and analyzing the context of a text to generate a quantitative data according to a
number of different characteristics such as words, meanings, ideas, and themes that can be
communicated. Also, based on the methodology that was presented, “the data was then grouped
according to two independent ranking systems – the star rating on Glassdoor (one-star vs. five-
star ratings) and the level of social media engagement according to Brandwatch (top 30
performing brands vs. bottom performing brands)” which means that the researchers used
stratified random sampling as the type of sampling technique, wherein dividing the potential
sample into two in order to easily group the data and to be organized.
In conclusion, the research found out that “a strong social media presence does not equate
to a strong employer brand personality perception among employees, since there are no
significant differences between B-to-B firms based on their rankings.” Which means that the
social media has nothing to do with the brand personalities because it only affects their ranking
and not the business-to-business firms.