本研究目的為探討Instagram用戶對於透過社群廣告上的網路招聘所產生的抵制行為，因為Instagram本質上主要是個人社交媒體平台。此研究除了分析Instagram用戶對於這類型的招聘廣告之想法，也對用戶與其密切相關之行為進行研究。研究方法是基於定量方法，特別著重在一個國際性的網路問卷調查，藉由詢問用戶其使用行為、持有帳戶之種類維和、擁有假帳號之可能性、對於廣告與社群招募之態度、隱私性以及抵制的可能性。本研究結果可以為公司提供一個有效與具備良好架構的招募策略之基礎。

This research investigates the resistance of Instagram users to online recruitment via social media advertisements on Instagram, because of Instagram’s nature of being a primarily personal social media platform. Our study analyses what Instagram users’ opinion is about a possible online recruitment process conducted via advertisements on the platform, also analyses their behavior and practices closely linked to online recruitment advertisements. The research is based on a quantitative method, more specifically on an international-level online survey which asks users about their practices, accounts, possible possession of fake accounts, their attitude towards advertisements and social media recruitment, their privacy issues and possible resistance. The results of the study can serve as the basis to create an efficient and well-structured recruitment strategy for Instagram.

I. Acknowledgement	I
II. Chinese Abstract	II
III. English Abstract	III
List of Figures	VI
List of Tables	VII
IV. Thesis	1
CH1: Introduction	1
CH2: Research Question	3
CH3: The case firm	10
3.1 The History of Instagram	10
3.2 Key aspects of the Instagram platform	12
3.2.1. Main feed	12
3.2.2. Users’ profile	12
3.2.3. Instagram Stories	13
3.2.4. Direct Messaging	14
3.2.5. Hashtag system	14
3.2.6. IG TV	14
3.2.7. Advertisements	15
3.2.8. Professional account	16
CH4: Literature review	17
4.1 Important definitions	17
4.2 Benefits of social media recruitment via advertisements	19
4.3 Challenges of social media recruitment via advertisements	21
4.4 The user’s perception on social media, on advertisements and recruitment	25
CH5: Methodology	32
5.1 Methodological approach	32
5.2 Methods of data collection	34
5.3 Questionnaire design	36
5.4 Methods of analysis	38
CH6: Results and Discussion	40
6.1 Population structure	40
6.2 Approval or disproval of the problem	46
6.3 Further implications	56
6.4 Summary	60
CH7: Conclusion	61
7.1 Ending	61
7.2 Managerial implication	62
7.3 Limitations	63
V. References	64
VI. Appendix I.	74
VII. Appendix II.	83

Brooks, S. (2015). Does personal social media usage affect efficiency and well-being?. Computers in Human Behavior, 46, 26-37.

Al-Deen, H. S. N., & Hendricks, J. A. (2011). Social media: usage and impact. Lexington books.

Jiang, H., Luo, Y., & Kulemeka, O. (2017). Strategic social media use in public relations: Professionals’ perceived social media impact, leadership behaviors, and work-life conflict. International Journal of Strategic Communication, 11(1), 18-41.

Tucker, C. E. (2014). Social networks, personalized advertising, and privacy controls. Journal of marketing research, 51(5), 546-562.

Andrews, C. (2012). Social media recruitment. Applied Clinical Trials, 21(11), 32.

King, D. B., O'Rourke, N., & DeLongis, A. (2014). Social media recruitment and online data collection: A beginner’s guide and best practices for accessing low-prevalence and hard-to-reach populations. Canadian Psychology/Psychologie canadienne, 55(4), 240.

Sills, M. (2014). E-recruitment: A comparison with traditional recruitment and the influences of social media: A qualitative and quantitative review.

Holm, A. B. (2012). E-recruitment: towards an ubiquitous recruitment process and candidate relationship management. German Journal of Human Resource Management, 26(3), 241-259.

Waters, R. (2014). Instagram®: How Kevin Systrom & Mike Krieger Changed the Way We Take and Share Photos. Simon and Schuster.

Carroll, D. R. (2017). Instagram. The Blackwell Encyclopedia of Sociology, 1–2.
Miles, J. (2013). Instagram power. McGraw-Hill Publishing.

Cambridge international dictionary of English. (Online version) Cambridge: Cambridge University Press.

Amâncio, M. (2017). “Put it in your Story”: Digital Storytelling in Instagram and Snapchat Stories.

https://www.socialmediatoday.com/news/instagram-stories-is-now-being-used-by-500-million-people-daily/547270/

Golbeck, J. (2015). Introduction to social media investigation: a hands-on approach. Syngress.

relationship management. German Journal of Human Resource Management, 26(3), 241-259.

Salmen, S. (2012). What's Next - Die nächsten Trends. In B. H. Rath, & S. Salmen,
Recruiting im Social Web (p. 284). Göttingen: BusinessVillage GmbH.

Priyadarshini, C., Kumar, Y. L. N., & Jha, R. R. (2017). Employer attractiveness through social media: A phenomenological study. Qualitative Report, 22(4).

Wilkes, G., Hodson, J., & Traynor, B. (2016, October). Folk classification of social media platforms: Preliminary findings. In 2016 IEEE International Professional Communication Conference (IPCC) (pp. 1-11). IEEE.

Koukaras, P., Tjortjis, C., & Rousidis, D. (2020). Social Media Types: introducing a data driven taxonomy. Computing, 102(1), 295-340.

Voorveld, H. A., van Noort, G., Muntinga, D. G., & Bronner, F. (2018). Engagement with social media and social media advertising: The differentiating role of platform type. Journal of advertising, 47(1), 38-54.

Holm, A. B., & Haahr, L. (2019). E-recruitment and selection. In E-hrm. Routledge.

Andrews, C. (2012). Social media recruitment. Applied Clinical Trials, 21(11), 32.

Ahlawat, M. S. D. R. (2018). E-recruitment Via Social Networking Sites: A Comparative Study with Traditional Recruitment Methods.

Ekanayaka, E. M. M. S., & Gamage, P. (2019). Factors Influencing Job Seeker’s Intention to use E-recruitment: L Evidence from a State University in Sri Lanka. International Journal of Academic Research & Development (IJAR&D), 50.

Kutlu, B., Rabea, A., & Udeozor, C. R. (2018). LINKEDIN for Recruitment: An Examination of Recruiters Use of “Apply” and “Easy Apply” Features.

Brandão, C., Morais, C., Dias, S., Silva, A. R., & Mário, R. (2017, April). Using online recruitment: implicit theories and candidates’ profile. In World Conference on Information Systems and Technologies (pp. 293-301). Springer, Cham.

James-MacEachern, M. (2018). A comparative study of international recruitment–tensions and opportunities in institutional recruitment practice. Journal of Marketing for Higher Education, 28(2), 247-265.

Rivas, R. C. (2016). International Recruitment and Selection–More than a Simple Extension of Policies and Practices Across National Borders. Available at SSRN 2795580.

Landers, R. N., & Schmidt, G. B. (2016). Social Media in Employee Selection and Recruitment. Theory, Practice, and Current Challenges. Cham: Springer International Publishing AG.

Joshi, A., Kale, S., Chandel, S., & Pal, D. K. (2015). Likert scale: Explored and explained. British Journal of Applied Science & Technology, 7(4), 396.

Jozani, M., Ayaburi, E., Ko, M., & Choo, K. K. R. (2020). Privacy concerns and benefits of engagement with social media-enabled apps: A privacy calculus perspective. Computers in Human Behavior, 107, 106260.

Zarei, Koosha & Farahbakhsh, Reza & Crespi, Noel. (2019). Typification of Impersonated Accounts on Instagram. 

Cagatay Akyon, F., & Kalfaoglu, E. (2019). Instagram Fake and Automated Account Detection. arXiv preprint arXiv:1910.03090.

Aggarwal, A., & Kumaraguru, P. (2014). Followers or phantoms? an anatomy of purchased twitter followers. arXiv preprint arXiv:1408.1534.

Caruccio, L., Desiato, D., & Polese, G. (2018, December). Fake account identification in social networks. In 2018 IEEE International Conference on Big Data (Big Data) (pp. 5078-5085). IEEE.

Scholl, H. (2016). Instant profits guide to Instagram success. Estalontech.

Salomon, D. (2013). Moving on from Facebook: Using Instagram to connect with undergraduates and engage in teaching and learning. College & Research Libraries News, 74(8), 408-412.

Elliott, N., & Sverdlov, G. (2012). Global social media adoption. The social marketing playbook: Master the next wave of social.

Ruël, H., & Bondarouk, T. (2014). E-HRM research and practice: facing the challenges ahead. In Handbook of strategic e-Business management (pp. 633-653). Springer, Berlin, Heidelberg.

Allden, N., & Harris, L. (2013). Building a positive candidate experience: towards a networked model of e-recruitment. Journal of Business Strategy.

Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business horizons, 54(3), 241-251.

Brotherton, P. (2012). Social media and referrals are best sources for talent. T+ D, 66(1), 24.

Smith, W. P., & Kidder, D. L. (2010). You’ve been tagged! (Then again, maybe not): Employers and Facebook. Business Horizons, 53(5), 491-499.

Doherty, R. (2010). Getting social with recruitment. Strategic HR review, 9(6), 11-15.

Cappelli, P. (2001). Making the most of on-line recruiting. Harvard business review, 79(3), 139-148.

Tong, D. Y. K. (2009). A study of e‐recruitment technology adoption in Malaysia. Industrial Management & Data Systems.

Galanaki, E. (2002). The decision to recruit online: A descriptive study. Career development international, 7(4), 243-251.

Levashina, J., & Campion, M. A. (2007). Measuring faking in the employment interview: development and validation of an interview faking behaviour scale. Journal of applied psychology, 92(6), 1638.

Stevens, C. K., & Kristof, A. L. (1995). Making the right impression: A field study of applicant impression management during job interviews. Journal of applied psychology, 80(5), 587.



Klehe, U. C., Kleinmann, M., Hartstein, T., Melchers, K. G., König, C. J., Heslin, P. A., & Lievens, F. (2012). Responding to personality tests in a selection context: The role of the ability to identify criteria and the ideal-employee factor. Human Performance, 25(4), 273-302.

Kristof-Brown, A., Barrick, M. R., & Franke, M. (2002). Applicant impression management: Dispositional influences and consequences for recruiter perceptions of fit and similarity. Journal of Management, 28(1), 27-46.

Roulin, N., & Bangerter, A. (2013). Social networking websites in personnel selection. Journal of Personnel Psychology.

Ansoff, H. I., & McDonnell, E. J. (1988). The new corporate strategy. New York: J. Wiley.

Carroll, H. (2017). Read this if you want to be Instagram famous. Laurence King.
Dhamija, P. (2012). E-recruitment: a roadmap towards e-human resource management. Researchers World, 3(3), 33.

Braddy, P. W., Meade, A. W., & Kroustalis, C. M. (2006). Organizational recruitment website effects on viewers’ perceptions of organizational culture. Journal of Business and Psychology, 20(4), 525-543.

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.


James-MacEachern, M. (2018). A comparative study of international recruitment–tensions and opportunities in institutional recruitment practice. Journal of Marketing for Higher Education, 28(2), 247-265.

Vygotsky, L. S. (1978). Socio-cultural theory. Mind in society.

Engeström, Y. (2006). From well-bounded ethnographies to intervening in mycorrhizae activities. Organization Studies, 27(12), 1783-1793.

Cavusoglu, H., Phan, T. Q., Cavusoglu, H., & Airoldi, E. M. (2016). Assessing the impact of granular privacy controls on content sharing and disclosure on Facebook. Information Systems Research, 27(4), 848-879.

Belanger, F., & Crossler, R. E. (2019). Dealing with digital traces: Understanding protective behaviors on mobile devices. The Journal of Strategic Information Systems, 28(1), 34-49.

Gerhart, N., & Koohikamali, M. (2019). Social network migration and anonymity expectations: What anonymous social network apps offer. Computers in Human Behavior, 95, 101-113.

Gu, J., Xu, Y. C., Xu, H., Zhang, C., & Ling, H. (2017). Privacy concerns for mobile app download: An elaboration likelihood model perspective. Decision Support Systems, 94, 19-28.

Acquisti, A., Brandimarte, L., & Loewenstein, G. (2015). Privacy and human behavior in the age of information. Science, 347(6221), 509-514.

Westin, A. F. (2003). Social and political dimensions of privacy. Journal of social issues, 59(2), 431-453.

De Vries, N. J., & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21(6), 495-515.

Fogg, B. J., & Tseng, H. (1999, May). The elements of computer credibility. In Proceedings of the SIGCHI conference on Human Factors in Computing Systems (pp. 80-87).

Krombholz, K., Merkl, D., & Weippl, E. (2012). Fake identities in social media: A case study on the sustainability of the facebook business model. Journal of Service Science Research, 4(2), 175-212.

Schlechter, A., Hung, A., & Bussin, M. (2014). Understanding talent attraction: The influence of financial rewards elements on perceived job attractiveness. SA Journal of Human Resource Management, 12(1), 1-13.

Herman, R. E., Olivo, T. G., & Gioia, J. L. (2003). Impending Crisis. Oakhill Press, 1647 Cedar Grove Rd., Suite 102, Winchester, VA 22603.

Dutta, D. (2014). Tweet your tune—social media, the new Pied Piper in talent acquisition. Vikalpa, 39(3), 93-104.

Hoffman, D. L., & Fodor, M. (2010). Can you measure the ROI of your social media marketing? MIT Sloan Management Review, 52(1), 41.

Caers, R., & Castelyns, V. (2011). LinkedIn and Facebook in Belgium: The influences and biases of social network sites in recruitment and selection procedures. Social Science Computer Review, 29(4), 437-448.

Doherty, R. (2010). Getting social with recruitment. Strategic HR review, 9(6), 11-15.

Singh, K., & Sharma, S. (2014). Effective use of social media for talent acquisition and recruitment. International Journal of Intercultural Information Management, 4(4), 228-237.

Safko, L., & David, K. Brake. 2009.” The Social Media Bible: Tactics, Tools & Strategies for Business Success”.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.

Cho, S., Lee, W., & Liu, J. (2011). E-Recruitment: Effects of Enjoyment and Attitudes toward Web Sites on Corporate Image and Intention to Apply.

Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of management review, 20(3), 709-734.

Roca, J. C., García, J. J., & De La Vega, J. J. (2009). The importance of perceived trust, security and privacy in online trading systems. Information Management & Computer Security.