Rzecznictwo pracowników - pracownicy w roli ambasadorów marki

• Authors: Joanna M. Moczydłowska , Anna Kwoka

Title variants

EN

Employee advocacy - employees as brand ambassadors

Abstracts

EN

The subject of the article is employee advocacy defined as the promotion of an organization by the people who work for it. The scientific aim of the article is to systematize knowledge about employee advocacy and to identify areas for future research on this issue. A narrative review of literature was used as a research method. The utilitarian goal of the publication is to promote changes in the way of understanding the role of employees in the organizations' marketing activities. The key benefits of employing employees as brand ambassadors were presented. Arguments were prepared to support the thesis that employee advocacy programs have almost unlimited promotional potential, but employees can be valuable brand ambassadors only if they have knowledge of the brand's needs and employee advocacy mechanisms.

PL

Tematem artykułu jest rzecznictwo pracowników definiowane jako promocja organizacji przez ludzi, którzy dla niej pracują. Celem naukowym artykułu jest systematyzacja wiedzy na temat rzecznictwa pracowników oraz identyfikacja obszarów przyszłych badań nad tym zagadnieniem. Jako metodę badawczą autorki przyjęły przegląd narracyjny literatury. Celem utylitarnym publikacji jest promowanie zmian w sposobie myślenia o roli pracowników w działalności marketingowej organizacji. Wskazano kluczowe korzyści wynikające z występowania pracowników w roli ambasadorów marki. Przedstawiono argumenty potwierdzające tezę, że programy rzecznictwa pracowniczego mają niemal nieograniczony potencjał promocyjny, ale pracownicy mogą być wartościowymi ambasadorami marki tylko wtedy, gdy mają wiedzę na temat potrzeb marki oraz mechanizmów rzecznictwa pracowniczego.

Keywords

PL

rzecznictwo; ambasador marki; reputacja; marketing cyfrowy; social media

EN

rzecznictwo; ambasador marki; reputacja; marketing cyfrowy; social media

• Publisher: Polskie Wydawnictwo Ekonomiczne
• Journal: Marketing i Rynek
• Year: 2021
• Issue: 8
• Pages: 23-32

Dates

published

2021

Contributors

author

Joanna M. Moczydłowska

• Politechnika Białostocka

• https://orcid.org/0000000311232555

author

Anna Kwoka

• Instytut Nauk Ekonomicznych PAN

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Identifiers

DOI

10.33226/1231-7853.2021.8.3

Biblioteka Nauki

2069780