Abstract
Drawing upon transportation theory, this study explores the narrative persuasion of user-generated content in shaping employer brands. Specifically, it examines how Instagram Stories influence viewers’ perceptions and intentions regarding employer brands. An experiment was conducted to test the mediating role of transportation mechanisms: (1) affective response (measured as emotional response), (2) cognitive response (measured as informativeness), and (3) self-referencing in the relationship between Instagram Stories characteristics (content source and valence) and employer brand outcomes (credibility perception, organisational attractiveness perception and positive word-of-mouth intention). A between-subject experiment with 281 participants revealed that self-referencing and informativeness serve as stronger mediators when content originates from sources beyond the organisation’s control. Additionally, company-controlled content demonstrates limited effectiveness in enhancing employer brand perceptions and intentions. This study advances understanding of the role of user-generated content in employer branding and social media contexts, underscoring the persuasive power of "new media" narratives and storytelling in shaping employer brands.