The heliotropic effect in organisations: tracing two decades of research on Cameron’s virtuousness framework

Purpose This study explores the scholarly landscape surrounding organisational virtuousness (OV), as conceptualised by Cameron, by systematically mapping the field’s evolution over the past two decades. It aims to identify dominant themes, methodological patterns and underexplored areas that can inform future research and organisational practice. Design/methodology/approach Using a mixed-method research design, this study combines bibliometric analysis using VOSviewer with qualitative content analysis of 29 studies that operationalise OV based on Cameron et al.’s (2004) validated five-dimensional scale. This approach enables both a systematic mapping of the field’s intellectual structure and an in-depth examination of its core theoretical and empirical developments. Findings The results reveal four dominant thematic clusters: OV enablers, OV as an elevating force of positive employee emotions and prosocial behaviour, OV as a source of value transmission and behavioural fostering and OV as a driver of social capital and job-related outcomes. Despite growing interest, the literature shows notable gaps, including limited longitudinal research and a lack of cross-cultural empirical studies. Originality/value To the best of the authors’ knowledge, this study represents one of the first bibliometric and qualitative syntheses focused specifically on empirical studies operationalising OV using Cameron et al.’s (2004) measurement framework. It contributes methodologically by systematically mapping this research stream, clarifying its intellectual structure and identifying key research gaps. Furthermore, it highlights OV as a strategic organisational capability linked to resilience, relational resources and positive organisational functioning. Finally, the study presents a conceptual organisation of the literature, synthesising empirically observed relationships among leadership, organisational context and employee outcomes, offering a clear foundation for future research and evidence-informed organisational practice.