Framework for Understanding Employee Advocacy through Leadership and Communication.
Publication Date: 16/12/2024
Author(s): Dong Shaochen, Romlah Ramli.
Volume/Issue: Volume 4 , Issue 4 (2024)
Abstract:
Employee advocacy (EA) has emerged as a vital area of study within public relations, yet research on its antecedents remains limited. This conceptual paper aims to explore the foundational elements driving EA in the context of China’s television broadcasting stations (CTBS). Utilizing transformational leadership (TL) theory, the paper examines the relationships between TL and key internal communication dimensions (ICD), specifically transparent communication (TC) and symmetrical communication (SC), and their impact on fostering EA.The study posits that transformational leadership inspires employees to advocate for their organization while effective internal communication enhances trust and engagement. Transparent communication fosters a sense of value among employees, whereas symmetrical communication encourages meaningful dialogue and feedback.By developing a conceptual framework, this paper seeks to clarify how TL and ICD interact to shape employee advocacy. Ultimately, the findings highlight the importance of integrating transformational leadership and effective communication strategies to enhance EA, thereby improving organizational reputation and performance in an evolving media landscape.
Keywords:
Employee Advocacy, Transformational leadership, Transparent Communication, Symmetrical Communication.
