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This study aims to examine the relationship between managerial supportive communication, CEO relational communication and symmetrical internal communication. It specifically investigates the mediating role of symmetrical internal communication and employee advocacy, as well as the moderating influence of proactive personality on the link between employee advocacy and employee creativity.

A survey was conducted involving 290 full-time employees, and a Partial Least Square Structural Equation Modeling (PLS-SEM) statistical approach was used to assess the proposed relationships.

Both managerial supportive communication and CEO relational communication were found to be positively associated with symmetrical internal communication. Furthermore, results indicated that symmetrical internal communication and employee advocacy acted as strong mediators in the hypothesized relationships. Notably, the study also found that the impact of employee advocacy on employee creativity was significantly amplified in cases where employees exhibited a higher degree of proactive personality.

By emphasizing managerial supportive communication, enhancing CEO relational communication and promoting symmetrical internal communication and employee advocacy, organizations can create an environment conducive to innovation and creativity among employees. Additionally, recognizing the buffering effect of proactive personality on employee advocacy's impact on creativity enables organizations to better tailor their strategies for fostering creativity.

This research presents a novel contribution to the field by exploring the less-explored relationships between these critical communication factors and employee creativity. It uncovers the mediating and moderating mechanisms, shedding new light on how internal communication dynamics influence creativity. This unique approach provides an original perspective on the role of communication in promoting creativity at workplace.

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.

Compatible with the principles of leader–member exchange (LMX) theory and social exchange theory (SET), the study explores the effect of LMX on job embeddedness and job dedication and the mediating role of employee advocacy.

The data were gathered via a survey at four hotels in Izmir. To test the reliability and validity, 194 valid questionnaires were subjected to confirmatory factor analysis and path analysis. Structural equation modelling was used to test the hypothesized relationships.

The results show that high quality LMX and employee advocacy increase the hotel employees' job embeddedness and job dedication. In addition, the results show that employee advocacy has a partial mediating effect on the relationships between LMX and job embeddedness, and between LMX and job dedication.

Although past researches have examined both various determinants of employee job embeddedness and job dedication, and consequences of high-quality LMX, they have ignored a critical factor, which is employee advocacy. This current study addresses this research gap by investigating the interrelations between LMX and job embeddedness, and job advocacy through employee advocacy in hotels. Moreover, this research is the first empirical study that analyzes the relationships between LMX, job embeddedness, job dedication and employee advocacy in the same model. Therefore, this research contributes to hospitality literature by filling this gap.

This study aims to focus on the information sharing behavior of employees in the context of online brand advocacy based on the cognition–affection–behavior framework.

Online surveys were distributed to 840 employees, and the gathered data was analyzed by using structural equation modeling.

The effects of perceived organizational justice, employee emotions, organizational trust on online brand advocacy and the moderating role of organizational identification were empirically supported in this study. Noteworthy exceptions to these findings included the lack of evidence of the effect of informational justice on emotions, the effect of procedural justice on negative emotion and the effect of negative emotion on online brand advocacy.

This study expands brand activism research by investigating online brand advocacy and the employee context. Moreover, this work also extends online brand advocacy research through the employee points of view.

The paper aims to investigate how perceived psychological benefits from employee participation in corporate social responsibility activities affect organizational citizenship behavior across two Asia–Pacific countries with different national cultures.

A stakeholder relationship model, based on social exchange theory, underpinned the investigation that also tested the mediating role of organizational pride. In a cross-cultural context, data were collected from 319 full-time employees in Thailand and the US and analyzed with SEM-PLS.

Anticipated psychological benefits of hedonic value and perceived community value were found to be significant antecedents of organizational citizenship behaviors, operationalized as customer-directed CSR advocacy. Organizational pride played a partial mediating role.

This study addresses a lack of micro-level CSR research into the relationship between psychological benefits of employee participation in CSR and organizational citizenship behavior. Specifically, this is the first study to link CSR drivers with customer-directed employee advocacy of the firms CSR activities. The study is also the first to compare relationships between an Asian and Western context for CSR drivers of organizational citizenship behaviors.

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.”

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.

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.

This study aims to examine how employee advocacy, via the value and credibility of their professional social media content, affects their followers’ attitudes toward the brand through the mediating role of parasocial relationships.

A quantitative research was used, and questionnaires were answered by LinkedIn users who follow at least one person they consider to be an employee advocate. A total of 390 responses were analyzed using structural equation modeling.

The results suggest that the credibility of an employee advocate positively impacts the parasocial relationship between the user and the employee, which, in turn, impacts the user’s attitude toward the brand represented by the employee advocate.

The results of this study suggest that employee advocacy on LinkedIn can shape positive attitudes toward the advocate’s brand. These findings suggest that organizations should consider employee content and credibility as strategic tools in marketing communications.

This study delineates the linkages between the credibility and content value of the employee advocate, the parasocial relationship they have with followers and their attitude toward the brand. This research contributes to the literature on employee advocacy and studies on the concepts of parasocial interactions and relationships.

Lawler (2001) posits that social exchanges create a sense of shared responsibility for outcome success. The purpose of this study is to apply this framework to the vendor/frontline employee/customer triad to examine the underlying role of emotions in how frontline employees’ evaluations of vendors and customers trigger and temper brand advocacy efforts, respectively.

With cross-sectional data from 168 frontline employees working at a leading national retailer of electronic goods, path analysis is used to evaluate the hypotheses.

Frontline employees’ relationship quality with the vendor and perceptions of vendors’ product quality positively influence brand advocacy. Also, customers’ brand affinity and recommendation preference both demonstrate a significant, negative curvilinear relationship with brand advocacy.

Frontline employees’ emotion-laden evaluations of vendors and customer influence brand advocacy in different ways. Vendor relationship quality and brand quality perceptions “trigger” brand advocacy. However, customer’s affinity toward a vendor’s brand and willingness to seek recommendations “temper” brand advocacy. Specifically, brand advocacy effort is low when customers possess very low and very high affinity toward a focal brand – moderate affinity spurs high advocacy; likewise, advocacy is low when customers demonstrate very low and very high interest in seeking the frontline employees’ opinion – moderate interest spurs high advocacy. Although ideal to examine vendor and customer emotional exchanges, using only frontline employee data from a technology-selling retailer may constrain generalizability.

Frontline employee training programs should emphasize the customer’s role in the transaction to increase perceptions of shared responsibility, as a means to create a favorable emotional experience, and accentuate timing strategies on when to pursue heightened or diminished emotionally charged brand advocacy efforts.

This study contributes to the frontline employee behavior literature by viewing shared responsibility in transactions as a source of emotional value, explaining variance in frontline employee brand advocacy through relationship and product quality dimensions, and uncovering curvilinear effects for customers’ brand affinity and recommendation preference in elucidating brand advocacy.