Harnessing Digital Engagement and e-WoM: Impact on Perceptions and Military Career Choice Intentions

This study examines how views and decisions regarding military career choices in the Punjab region are influenced by electronic word of mouth (e-WoM) on social media. Given how important social media is in influencing public opinion, especially among younger generations, this study looks at how perceptions of military careers and subsequent career choices are influenced by elements like message credibility, quality, quantity of information, source credibility, social media engagement, and social influence. Based on the Information Adoption Model and the Theory of Planned Behaviour (TPB), the study investigates how these concepts influence people's perceptions about military jobs. Data was gathered from 500 respondents, ages 18 to 30, from different Punjabi educational institutions using a structured questionnaire. To find correlations between the variables, the data were examined using statistical methods like regression analysis and structural equation modelling (SEM). The results show that e-WoM has a major impact on how people see military vocations, with message and source legitimacy playing a major role. The association between e-WoM and career decisions was found to be mediated by social media activity, highlighting the significance of active online participation. These findings imply that in order to positively impact career intentions, military recruitment initiatives on social media platforms should concentrate on increasing the content's engagement and legitimacy. The study's conclusions are especially pertinent to improving military recruitment tactics by using social media to interact and sway prospective recruits. This study provides insights for enhancing recruiting communication tactics to draw young talent to military occupations and establishes the framework for future research examining the influence of social media in career decision-making processes.