Open AccessEmployee’s (Happy) Branding Corporate’s ‘Social’ Reputation: Can You Put a Price on That?
Author(s) -
Mohammed Nadeem
Publication year - 2015
Publication title -
international journal of marketing studies
Language(s) - English
Resource type - Journals
eISSN - 1918-7203
pISSN - 1918-719X
DOI - 10.5539/ijms.v7n6p116
Subject(s) - reputation , conceptualization , business , social media , quality (philosophy) , marketing , corporate social responsibility , corporate branding , public relations , employer branding , reputation management , brand management , political science , philosophy , epistemology , product management , artificial intelligence , computer science , law , new product development
The purpose of this study is to investigate the relationship between Corporate ‘Social’ Reputation (CSR) and employees’ increasing usage of Social Media (SM) and related technologies in promoting and strengthening their company’s branding strategies. This study draws on the (Rokka, Karlsson, & Tienari, 2014) conceptualization of corporate reputation management in SM as balancing acts, which take place in relation to different, contradictory, and sometimes paradoxical priorities related to branding and managing employees. The research method of this study was based on the quality content analysis and primarily relied on the recent research articles, and surveys. The findings contribute to the existing discussion on the role of SM, particularly on the employees’ growing usage of Facebook, Twitter and Instagram in building CSR bottom line. Future research is discussed regarding the motivation that drives employees to become brand evangelists. Key implications for researchers, practitioners and policy makers are highlighted.