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This study examines how social media pages can be used to influence potential applicants' attraction. Based on the uses and gratifications theory, this study examines whether organizations can manipulate the communication characteristics informativeness and social presence on their social media page to positively affect organizational attractiveness. Moreover, we examine whether job applicants' sought gratifications on social media influence these effects. A 2 × 2 between-subjects experimentaldoi:10.1037/t53861-000 fatcat:ig6pqlf3rveaxjxhb7frudgtfa