IDEAS home Printed from https://ideas.repec.org/a/spr/manrev/v75y2025i1d10.1007_s11301-023-00381-1.html
   My bibliography  Save this article

Advocating beyond call of duty: a review of employee advocacy and a call for research

Author

Listed:
  • Laura Kerpel

    (Ghent University)

  • Anneleen Kerckhove

    (Ghent University)

Abstract

This paper scrutinizes the use of employee advocacy—the voluntary promotion of an organization and its goods and services by its workforce—as a marketing tool. By means of a systematic review, we aggregate insights from 45 empirical articles. Findings regarding the outcomes and drivers of employee advocacy behavior are first united and discussed. Hereafter, reflecting on this collection of articles, and the broader literature on employee advocacy, branding and public relations, we uncover understudied areas of research, thereby providing directions for future research. By drawing on this future research agenda, we especially call for more (quantitative) research on employee advocacy outcomes. To gain better insight into the performance of employee advocacy, we encourage academics to partner up with organizations that make use of advocacy programs and platforms. The increasing popularity of such programs and platforms also raises questions concerning their implementation, effectiveness, and downsides that should be further explored.

Suggested Citation

  • Laura Kerpel & Anneleen Kerckhove, 2025. "Advocating beyond call of duty: a review of employee advocacy and a call for research," Management Review Quarterly, Springer, vol. 75(1), pages 249-288, February.
    • Handle: RePEc:spr:manrev:v:75:y:2025:i:1:d:10.1007_s11301-023-00381-1
    DOI: 10.1007/s11301-023-00381-1
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11301-023-00381-1
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11301-023-00381-1?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    Systematic review; Employee advocacy; Ambassadorship; Word-of-mouth;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M54 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Labor Management

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:manrev:v:75:y:2025:i:1:d:10.1007_s11301-023-00381-1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.