The Role of Employee Advocacy in Enhancing Corporate Image on Social Media

Nurul Suhesti; Farida Farida; Nevrettia Christantyawati; Yenny Yenny; R. Hartopo Eko Putro

doi:10.55227/ijhess.v5i3.2064

Authors

Nurul Suhesti Dr. Soetomo University
Farida Farida Dr. Soetomo University
Nevrettia Christantyawati Dr. Soetomo University
Yenny Yenny Dr. Soetomo University
R. Hartopo Eko Putro Dr. Soetomo University

DOI:

https://doi.org/10.55227/ijhess.v5i3.2064

Keywords:

internal communication, employee advocacy, corporate, digital reputation, social media

Abstract

This study investigates the role of internal communication and employee advocacy in shaping corporate image on social media platforms. In the digital age, employees serve as credible communicators who influence public perception through their voluntary online engagement. The research aims to examine the direct effect of internal communication on corporate image, the mediating role of employee advocacy, and how both variables contribute to a positive digital reputation. Using a quantitative approach with PROCESS Macro Model 4, data were collected through a structured questionnaire and analyzed for validity, reliability, regression, and mediation. Findings reveal that internal communication significantly influences both employee advocacy and corporate image. Furthermore, employee advocacy acts as a partial mediator in the relationship between internal communication and corporate image, with an indirect effect value of 0.2059. This implies that employees not only reflect but amplify the impact of communication strategies through authentic advocacy behaviors. The model explains 46.92% of the variance in corporate image. The study concludes that organisations must shift from task-oriented communication models to empowering approaches that position employees as co-creators of corporate image. Practical recommendations include promoting two-way communication, training in digital storytelling, and recognizing advocacy behaviors.

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