E-HRM Practices and Employee Outcomes: Mediating Role Of Employer Branding

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ID: 336502
2025
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Ranked #424 of 953 articles by views in Pakistan Social Sciences Review

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Abstract
The motive of this research is to investigate statistically the mediating role of employer branding between e-HRM practices and employees’ behavior, e.g., affective commitment, organizational citizenship behavior, and turnover intention. The statistical data for this research study were collected from the three larger banks in Pakistan. These three banks were selected based on profitability. The data was examined through different statistical techniques such as cross tabulation, descriptive statistics, correlations, and hierarchical linear modeling for data analysis and hypothesis testing. The results found full support for mediation. E-HRM practices are positively connected with employer branding, and employer branding is found as positively related with OCB, affective commitment, and negatively related with turnover intention. Resultantly, the result of the hierarchical linear modeling supports the hypothesis with significant signs of a mediating relationship. The results reveal that employees’ perception of employer branding at the workplace is highly dependent on the way he is being treated by their immediate supervisor, and this perception leads them to show various positive behaviors at the job. This research also provides important recommendations at the end of this study.
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imported_1793230834_6ae287f2b40ac Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Shrafat Ali Sair
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Journal Pakistan Social Sciences Review
Year 2025
DOI
10.35484/pssr.2025(9-II)18
URL
https://ojs.pssr.org.pk/journal/article/view/976
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