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

Laura Kerpel () and Anneleen Kerckhove ()
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Laura Kerpel: Ghent University
Anneleen Kerckhove: Ghent University

Management Review Quarterly, 2025, vol. 75, issue 1, No 8, 249-288

Abstract: 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.

Keywords: Systematic review; Employee advocacy; Ambassadorship; Word-of-mouth (search for similar items in EconPapers)
JEL-codes: M31 M37 M54 (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s11301-023-00381-1

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