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Despite past studies revealed the positive effect of corporate social responsibility (CSR) on consumer advocacy behavior, little research has paid attention to employee advocacy behavior. This research aims to examine the relationship between CSR and employee advocacy behavior, the mediating role of meaningful work as well as the moderating effect of person–supervisor fit on CSR perception – meaningful work relationship.

This study used 263 employee samples to examine the relationship between CSR and employee advocacy behavior and its influence mechanism. Hierarchical regression analyses and bootstrap approach were applied to analyze the data.

The results show that CSR perception is positively related to employee advocacy behavior, meaningful work mediates the link between CSR perception and employee advocacy behavior, and the strength of the relationship between CSR perception and meaningful work depends on person–supervisor fit.

This study only investigated the effect of perceived CSR on employee advocacy behavior, future studies should explore the alternative mediation mechanism through which external/internal CSR perception or different CSR dimensions influence employee advocacy behavior.

This study has practical implications for organizational managers. First, firms should undertake CSR practices and make employee interpret them in a right way. Second, meaningful work is of significance for employees and training and development, challenging jobs and job rotation are conducive to create a sense of meaning in employees’ work.

This study discussed how and when CSR influences employee advocacy in the Chinese context.

Many organizations expect their service engineers, or frontline employees (FLEs), to behave as brand advocates by engaging in favorable communication about the brand and its offerings toward customers. However, this approach is not without risk as customers may be disappointed or even frustrated with brand advocacy behavior in many service encounters. The purpose of this paper is to study the impact of FLEs’ brand advocacy on customer satisfaction with the service encounter, and identify the conditions under which the effects are detrimental. This paper specifically considers service issue severity and product newness as contingency conditions.

Building on social identification theory, the paper builds a conceptual model, which is empirically tested using a data set that matches data from service engineers, customers, and archival records from the after-sales service department of a globally operating business-to-business print and document management solutions provider.

This paper finds that brand advocacy behavior harms customer satisfaction especially in service encounters that involve simple service issues (e.g. maintenance) for products that are new to the market. Fortunately, brand identification can compensate this negative effect under many service conditions. While the joint effect of brand identification and advocacy is most beneficial for severe service issues of new products, no effect on customer satisfaction was found for established products.

This paper identifies those service situations in which brand advocacy is advisable and guides managers toward achieving more favorable customer evaluations.

Past research has considered several FLE branding activities in the frontline but the effects of brand advocacy have not been isolated. In addition, most studies have assumed the effects of employee brand-related behaviors on customer satisfaction to be universally positive rather than negative and focused on antecedents and not on moderators and consequences.

This study aims to examine the consequences of tourism destination image and satisfaction on digital advocacy in a touristic environment. The study also tested the mediation role of satisfaction in the relationship between the tourism destination image and tourists’ advocacy.

This study adopts a quantitative research design, suing the intercept survey method to collect data from 185 international tourists in New Zealand. The process macro regression method was used to analyse the collected data.

The findings from this study are: firstly, the study demonstrates that tourism destination image influenced tourists’ digital advocacy behaviour. Secondly, tourists’ satisfaction significantly changed tourists’ advocacy behaviour. Thirdly, tourists’ satisfaction mediates the relationship between the tourism destination image and tourists’ advocacy behaviour in this study.

This study examined tourism destination image and satisfaction as predictors of tourist digital advocacy behaviour; the findings have some valuable impacts for organisations, especially the destination marketing organisation’s tourism strategies. The result also implies that customer satisfaction is a predictor of advocacy behaviours; and the need to focus on increasing tourist satisfaction by putting in place well-crafted tourism products and services.

The finding also implies that customer satisfaction is an important antecedent of advocacy behaviours; and the need to focus on increasing tourist satisfaction by putting in place well-crafted tourism-based strategies.

This study is one of the few investigations on tourists’ digital advocacy behaviour. The study also assessed the mediating impact of customer satisfaction in the relationship between tourism destination image and tourists’ advocacy behaviour, an area, which suffers from a languor of research.

This study examines the stakeholder’s experiences of two key groups: donors and donor-volunteers. The goals of this study are to (1) determine how donor experience affects organization–public relationships (OPRs) and its antecedents for these two groups and (2) extend the OPR model by considering new potential supportive behavioral intentions arising from OPR outcomes.

Using data from a survey of self-identified donors and donor-volunteers, multiple regressions were performed to establish the possible effects of experience and advocacy on OPRs.

Findings of this study support the idea that donation experience can be considered a potential antecedent for the OPR. The findings also support the idea that advocacy can be a valuable behavioral outcome resulting from OPR.

Nonprofits are ever seeking to better connect with their donor and volunteer supporters. This study helps to show the value of donation experience and the importance of cultivating advocacy behaviors among these supporters.

The study seeks to merge extant theory in communications and public policy to better understand the OPR model. Specifically, connecting OPR to the antecedent of donor experience and behavioral intentions like advocacy will help paint a stronger picture of donor–volunteer relationships with nonprofits.

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.

An online survey was conducted with 419 full-time employees in the USA who use social media.

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.

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.

Prior work underscores the important role of customer advocacy for brands. The purpose of this study is to explore the critical role customers can play as brand heroes. The authors developed and validated a measurement scale composed of properties that are derived from distinct brand hero motivational mechanisms.

The authors conducted one exploratory pilot, using semi-structured interviews, with industry and academic experts, and employed three main studies across varying brands and market settings.

This study explores and empirically demonstrates how the brand hero scale (BHS) is related to, yet distinct from, existing scales of opinion leaders, market mavens, attachment and customer advocacy. The six-item BHS demonstrates convergent, discriminant, nomological and predictive validity across several different brand contexts.

This research extends the extant body of work by identifying and defining brand heroes, developing and validating a parsimonious BHS, and demonstrating how its predictive validity extends both to a range of key advocacy and loyalty customer behaviors.

The study provides provocative insights for marketing researchers and brand managers and ascertains the important role heroes may play for brands in terms of strong customer advocacy and loyalty behaviors.

Building on the theory of meaning, this study shows that identifying and working with brand heroes is of great managerial importance and offers critical avenues for future research.

The purpose of this paper is to investigate the relationship between supportive leadership and employee voice behavior by examining the mediating role of employee advocacy, and the moderating role of proactive personality.

The model was tested by using data that were collected from 402 supervisors, and 87 subordinates who were working in 6 firms belonging to the stone and Glass sector, in the Tenth Ramadan city, Egypt. The employees and their immediate supervisors provided data on separated questionnaires, and different occasions. Then, an identification number was used by the author to match each employee questionnaire with the response of his/ her immediate supervisor.

The results revealed that employee advocacy fully mediated the positive relationship between supportive leadership and employee voice behavior. Also, it also found that proactive personality moderated the relationship between supportive leadership and employee voice behavior, such that the relationship was stronger for people lower rather than higher in proactive personality.

This empirical paper provides preliminary evidence of the mediating effect of employee advocacy in the positive relationship between supportive leadership and employee voice behavior. The model extends the existing results by adding substantive moderate proactive personality to explain how the effect of supportive leadership on employee voice behavior.

The purpose of this paper is to apply communication theory to explore and help explain public support for causes and organizations in the form of prosocial behaviors, including donating, volunteering and participating in advocacy efforts.

Through a survey of people (n=1,275) living in the USA who indicated supporting issues they cared about in 2017, this research gathered information about motivations for providing public support for various causes and non-profit organizations.

The situational theory of problem solving (STOPS) was applied, and support was found for the STOPS model in terms of predicting communicative action. This study also found support for situational activeness influencing other behaviors, including active forms of communication, financial support, volunteer support and other forms of advocacy. Implications for practitioners managing communications or organizations involved in such efforts are discussed.

This research applied STOPS to study behaviors, including communication, volunteering, donating and participating in advocacy efforts as forms of prosocial behavior supporting different organizations related to many important issues. The paper provides theoretical value in terms of adding to the generalizability of the STOPS model for communications scholars and discusses practical implications for non-profit and other types of organizations.

This research aims to examine how two management strategies (symmetrical communication and inclusive management) work in handling workplace conflicts (interpersonal/organizational levels), especially with regard to employee advocacy and job turnover intentions.

A total of three employee survey datasets were used to test hypotheses and research questions. Two secondary datasets were obtained in South Korea (N = 600 and N = 285), and one dataset was collected in the USA (N = 381). A series of hierarchical multiple regressions were performed for each dataset.

All three studies showed that interpersonal workplace conflict increased not only job turnover but also advocacy. In addition, in South Korean employees, both symmetrical communication and inclusive management increased employee advocacy and decreased job turnover intentions. However, in the US data, only symmetrical communication had such effects, enhancing employee advocacy and lowering job turnover intentions.

The study provides insights for practitioners into how to handle workplace conflicts from the perspective of communication (symmetrical communication) and/or behavioral strategies (inclusive management). Also, as an index to examine the effectiveness of management strategies, this study suggests advocacy behavior of employees given its effect of “rallying the troops.”

Prior research suggests that organizational citizenship behavior (OCB) can have both positive and negative effects on employees; however, it is unclear about the mediating mechanisms of this relationship and how the effects of challenging and supportive OCB may differ. Drawing on the dual-pathway model of proactivity and OCB research, the authors derive a theoretical model that attempts to reveal how different types of employees' daily organizationally focused citizenship behaviors can affect employees.

The authors examine the relationships using a daily-diary study using experience sampling methodology (ESM). The survey includes 72 employees who completed three surveys a day for 10 working days resulting in 614 daily observations.

The authors find that advocacy participation increases perceptions of prosocial impact, which in turn increases daily job satisfaction; the authors also find that advocacy participation decreases ego depletion, which then reduces daily job stress. Daily voice likewise increases perceptions of prosocial impact, which in turn increases daily job satisfaction; however, unlike advocacy participation, voice increases ego depletion, which then increases daily job stress.

The study is one of the first studies to simultaneously examine the personal perceptions and emotions of engaging in daily organizationally focused OCB and recognize the fact that different types of prosocial behavior have differential outcomes. The authors also extend prior research by documenting the mechanisms by which OCB impacts employees.