Should employees be “dooced” for a social media post? The role of social media marketing governance

Parker, Janna M.; Marasi, Shelly; James, Kevin; Wall, Alison E.

doi:10.1016/j.jbusres.2019.05.027

Cited by 14 publications

(24 citation statements)

References 22 publications

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“…Social media enable the timely dissemination of marketing materials, understanding of consumer responses, and behavioral patterns for the corresponding adjustment in the marketing mix. It is observed that social media platforms and brands' employees are sometimes more effective and powerful than traditional advertising channels for creating brand awareness and facilitate easy comparison of various brands (Boudaher, 2019;Sinha et al, 2016;Odhiambo, 2012). Social media marketing strategies aid the automobile industry in creating brand awareness and education among customers (The Digital Gazette, 2018), building a strong bond relationship between company and customers, increasing customer loyalty and retention, improving internal communication, and improving customer service (Devi, 2015).…”

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“…Corporates now use offline and online promotional methods to keep the brand alive and noticeable (Caulton, 2018). But small businesses face specific challenges in brand promotion in online platforms as they have fewer resources to control online damages from negative comments and posts about the brands (Odhiambo, 2012). Overload of contents without substances and quality, trustworthiness, and cost of being online become pitfalls; the management has to diverse the social media strategy to another level to fetch effective results in brand promotion from their pocket.…”

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Employee Advocacy as a Marketing Strategy to Power Brand Promotion: an Employee Perspective

Thomas¹

2020

MMI

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Employee Advocacy is an emerging and cost-effective concept of employee amplification to market products and services by enabling employees to build and share the company's brand contents through social media platforms. The paper summarizes the available research-based contents as well as articles and blogs of experts in the field of digital and social media marketing. The study primarily intended to assess employees’ awareness and perception of various aspects of employee advocacy. It has identified forms and types of contents shared and social media platforms now used by the employees in the automotive sector for leveraging brand promotion and communicating with the target market. The study has been designed as a descriptive research paper based on the empirical data collected from a sample of 102 employees from automobile showrooms in the southern districts of Kerala using a snowball sampling technique. A questionnaire was drafted with the help of google forms and administered among the respondents via email and WhatsApp. Two-dimensional plot of correspondence analysis, Descriptive statistics, Mann-Whitney U test, and Kruskal-Wallis H test was applied to present and describe the empirical data and to draw inference about the significance of the difference in the awareness and perception of employees about the aspects of employee advocacy on brand promotion in terms of demographic factors. Awareness level and understanding of the elements of employee advocacy is found very low and significantly different among employees according to the designation. This paper also indicates that the social media policies and guidelines of the companies were not rightly imparted to the employees. That’s why the involvement and creative use of the potentials of social media platforms by the employees were not up to a remarkable level. Employees perceived that employee advocacy as a cost-effective brand promotion strategy for the future, and it demands the employer’s motivation, recognition, and rewards for inspiring employees to be brand ambassadors. This research addressed a relatively new concept in which there has been no extensive empirical researches and calls on the attention of the market as well as academic researchers for contributing the unexplored areas of the novel and powerful idea for utilizing human resources in a platform where they are interested and involved. Keywords: content marketing, digital marketing, employee amplification, employee engagement, social media marketing.

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Employee Advocacy as a Marketing Strategy to Power Brand Promotion: an Employee Perspective

Thomas¹

2020

MMI

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“…Despite the increased importance of employees' communicative role and its potentially strong effects on an organization's reputation (Miles and Mangold, 2014;Helm, 2011;Mazzei, 2014), surprisingly little research has addressed the management practice of ECB in social media. A vast majority of the existing literature and research focus on social media policies as instruments for management (Banghart et al, 2018;O'Connor et al, 2016;Parker et al, 2019) and very few empirical studies (e.g. Felix et al, 2017 andWalden, 2018) have MANAGING THE COMMUNICATIVE ORGANIZATION 7 taken a broader "social media governance" approach to manage employees' communication (e.g.…”

Section: Management Of the Communicative Organization (Mco)mentioning

confidence: 99%

Managing the communicative organization: a qualitative analysis of knowledge-intensive companies

Pekkala

2020

CCIJ

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PurposeThe purpose of this paper is to explore how employees' work-related communication is managed in knowledge-intensive organizations.Design/methodology/approachThe study was conducted by applying an exploratory, qualitative approach. The data were collected from six knowledge-intensive organizations operating in the professional service sector in Finland, and the data set used included altogether 23 interviews.FindingsThe interviews confirmed that employees' work-related communication on social media is regarded as an increasingly important area, and that it has required companies to establish new managerial processes that are aimed to affect employees’ communication behaviors (ECB) either as enablers or motivators. How companies apply these processes depends on contextual factors, and three different managerial approaches were identified, namely, individual-, corporate- and business-oriented approaches.Research limitations/implicationsBased on the findings, this article proposes a new field for the communication management literature, management of the communicative organization (MCO), which builds on behavior management knowledge and focuses on managing employee communicators in multivocal organizational communication systems (MOCSs) that are dependent on employee-generated content.Originality/valueThe study advances the field of communication management and ECB by empirically proving that organizations manage their employees' work-related communication and the management processes and practices identified derive from behavioral management tradition. The proposed MCO framework introduces a novel area for academic discussion on how communication management affects ECB and attitudes, such as motivation.

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“…Also for these reasons, at present it is quite common for organizations to implement social network guidelines in their corporate policy, in order to inform employees regarding their data responsibility and to prevent the doocing phenomenon. The right distribution and communication of social network policies is the main factor that affects employees' perceptions of termination fairness [9]. Parker and colleagues verified the need for social media governance by the implementation of role theory and script theory [9].…”

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“…The right distribution and communication of social network policies is the main factor that affects employees' perceptions of termination fairness [9]. Parker and colleagues verified the need for social media governance by the implementation of role theory and script theory [9]. Employees will play a role based on the expectations of customers and supervisors.…”

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Social Network Services Management and Risk of Doocing. Comment on Kim, S.; Park, H.; Choi, M.J. “Negative Impact of Social Network Services Based on Stressor-Stress-Outcome: The Role of Experience of Privacy Violations. Future Internet 2019, 11, 137”

Fantinelli

Cortini

2019

Future Internet

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In light of the recent work by Kim and colleagues about Social Network Service (SNS), examining the individual and SNS characteristics as predictors of SNS fatigue, we hypothesize to enlarge their model to the job context. SNS is a relevant issue in occupational life as employers use it to have a deeper knowledge of their employees and as a tool of corporate communication. Employees can use SNS as a social platform and as a way to express discontent. In this latter case, the organization can implement a disciplinary procedure toward employees, known as doocing. The perception of privacy violation is strictly related to the fear and awareness of doocing, which in turn can predict SNS fatigue as well. So, it could be worthwhile to extend Kim and colleagues’ model to the workplace with particular attention to the doocing phenomenon.

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Should employees be “dooced” for a social media post? The role of social media marketing governance

Cited by 14 publications

References 22 publications

Employee Advocacy as a Marketing Strategy to Power Brand Promotion: an Employee Perspective

Employee Advocacy as a Marketing Strategy to Power Brand Promotion: an Employee Perspective

Managing the communicative organization: a qualitative analysis of knowledge-intensive companies

Social Network Services Management and Risk of Doocing. Comment on Kim, S.; Park, H.; Choi, M.J. “Negative Impact of Social Network Services Based on Stressor-Stress-Outcome: The Role of Experience of Privacy Violations. Future Internet 2019, 11, 137”

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