Exploring the relationship between brand-leadership and internal branding : How social media influence this process?

The internal branding and brand-leadership constructs have already been explored in literature, but what is lacking is an in-depth analysis on which variables can influence this relationship. This paper aims to fill this literature gap. To fill the gap in literature on which factors influence the relationship between brand-leadership and internal branding, we argue that social capital, adequate HR practice strategies and use of social media can positively mediate this relationship. In today’s society it is unthinkable not to talk about digital transformation, in particular social media has fundamentally changed people’s private and professional lives. The questions that guide this work are: How brand centered HRM, social capital and social media influence the relationship between brand-leadership and internal branding? To answer these questions, an online questionnaire was administered to 9 different companies with the aim of understanding how collaborators perceive and live their brand.