THE ROLE OF EMPLOYEE ADVOCACY TOWARDS BUILDING ORGANISATIONAL REPUTATION IN THE AGE OF SOCIAL MEDIA
DOI:
https://doi.org/10.59415/mjacs.v3i4.266Keywords:
Employee Advocacy, Organizational Reputation, Internal Communication Strategies, Employee Engagement, Social Media Usage, Indian Workplaces, Relationship Management, Digital Behavior.Abstract
With the rise of social media, employees have turned into brand ambassadors of companies as influential figures, creating and disseminating public opinion and organizational reputation. The present study tries to explore the degree to which certain in-house communication approaches by , transparency, openness, empowerment, and recognition, trigger employee advocacy in Indian organizations. Based on relationship management and communication theory, this study also investigates the mediating role of employee engagement and the moderating influence of social media usage in this relationship. The research approach is quantitative and based on survey data gathered from 420 samples from permanent Indian employees from various industries. This research seeks to identify how emotionally committed employees, helped by effective internal communications, will have a better chance of posting positive tweets regarding their business and hence promote its reputation. The research also examines whether the frequency and intensity of social media use confirm this advocacy-reputation linkage. This study adds to the literature on employee advocacy by synthesizing communication practice, engagement, and social media activity, providing practical recommendations for organizations wanting to develop reputational capital through employees in digitally networked spaces.
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