Social Identity Signaling in Public Relations: Recruitment of BIPOC and LGBTQIA+ Practitioners

Accepted for presentation at the annual conference of AEJMC, Detroit, MI, Aug. 3-6, 2022.

Abstract: This study examined the effectiveness of DEI cues in recruiting BIPOC and LGBTQIA+ practitioners by conducting a 2 (identify as marginalized or not) x 2 (high or low DEI cues) online experiment. Guided by social identity theory, intergroup emotions theory, and signaling theory, this study provides experimental evidence of the importance of signaling social identity and DEI efforts, and intergroup emotions in understanding entry-level practitioners’ job pursuit intention for public relations agencies.

Taeyeon Kim 

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