What Influences Employees to Become Digital Advocates? : A Quantitative Study of the Relationship Between Employer Branding and Digital Employee Advocacy in Industrial Organisations

What Influences Employees to Become Digital Advocates? : A Quantitative Study of the Relationship Between Employer Branding and Digital Employee Advocacy in Industrial Organisations

Since the introduction of social media, the corporate communication landscape has changed significantly, and thus organisations need to find new innovative ways to communicate. One emerging strategy is digital employee advocacy, which ultimately means that employees voluntarily endorse their employe...

Full description

Bibliographic Details
Main Authors: Ilic, Josefin, Tranell, Matilda
Format: Others
Language:English
Published: KTH, Industriell Marknadsföring och Entreprenörskap 2018
Subjects:
Digital employee advocacy
employee advocates
social media
employer branding
organisational commitment
industrial organisations
brand advocacy
communication strategy.
Digitala förespråkare
anställda som förespråkare
sociala medier
organisationsengagemang
industriella organisationer
varumärkesstrategi
kommunikationsstrategi.
Engineering and Technology
Teknik och teknologier
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-230625

Internet

http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-230625

Similar Items