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Publication Date
2024
Document Type
Poster
Degree Type
Graduate
Department
Communication
Mentor
Dr. John Baldwin
Mentor Department
Communication
Abstract
Employee advocacy has drawn significant attention in reputation management research and is of great interest to communication scholars. Despite its ubiquitous nature, little is known about how employee advocacy contributes to promoting the reputation of higher education institutions. This study fills the gap by drawing on in-depth interviews to explore the motivations, strategies, and outcomes of employee advocacy in a large midwestern US university. The study showed that employees of higher education institutions promoted the reputation of the institution through word of mouth, their social media platforms, or the use of institution apparel. Additionally, pride was a key factor that drove employee advocacy, especially amongst employees who were alumni of the institution as a result of their long connection to the university. Findings highlight the dynamics of employee advocacy, which provides directions for future related studies.
Recommended Citation
Anani, Janet Laadi, "THE ROLE OF EMPLOYEE ADVOCACY IN PROMOTING POSITIVE CORPORATE REPUTATION: AN EXPLORATORY STUDY OF EMPLOYEES OF HIGHER EDUCATION INSTITUTIONS" (2024). University Research Symposium. 450.
https://ir.library.illinoisstate.edu/rsp_urs/450