Driving Success in Digital Employee Advocacy: The Role of Organizational Experts and Institutional Logics
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Date
2025
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Abstract
This article examines the successful relationship between a digital employee advocacy program uti-lizing LinkedIn and the organizational components of agency and institutional logic, as observed in a case study of a globalized international company. Using a mixed-methods approach, two research questions were answered: what online content that workers posted from the organization studied came from, and how did institutional logic emerge in workers’ messages. Studying employees’ messages after they gained expertise from a digital employee ad-vocacy program was key to answering these questions. Moreover, based on the findings of this work, academic and managerial implications are explored for future research.
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Keywords
Comunicación organizacional, Medios sociales, Embajadores de marca, Teoría institucional, LinkedIn