Enhancing employee advocacy on social media: the value of internal relationship management approach

Purpose To advance the theoretical understanding of employees' advocacy on social media, this study aims to propose and test an integrative model that incorporates individual and organizational antecedents. Drawing from the relationship management theory in public relations and online behavior literature, the model specifically examines the collective impacts of the social media-related behavioral motivations of individuals and the quality of employee–organization relationship (EOR) on their positive information-sharing intentions about their company on personal social media. Design/methodology/approach An online survey was conducted with 419 full-time employees in the USA who use social media. Findings The results of an online survey with full-time employees in the USA showed that the EOR influenced by symmetrical internal communication significantly increases employees' advocacy intentions and social media-related motivations. Considerable and distinct effects of individuals' positive behavioral motivations on social media (i.e. self-enhancement, altruism, enjoyment) on advocacy intentions are also found. Originality/value This study is among the first attempts to test the value of strategic internal communication and relationship management approach in enhancing employee advocacy on the digital environment, social media and their motives of using such channel for benefiting their company.