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EnglishEmployee behavior on social media is an opportunity for brand building as customers perceive it as highly authentic. But employees could spread inappropriate messages or breach rules. Companies increasingly adopt social media policies (SMP), providing employees with guidelines. This paper proposes two models of SMP. Enabling SMP stimulate authentic employee brand consistent behavior to seize opportunities by means of balanced governance. Prescriptive SMP suggest or restrict employee behavior to prevent risks by means of managerial control. A content analysis of 25 SMP reveals a homogeneous distribution. Companies should adopt social media governance, and integrate SMP with training, communication and human resource management, to sustain employee brand consistent behavior.
Brand consistent behavior of employees on social media: the role of social media governance and policies, 2016.
| Autori: | MAZZEI, ALESSANDRA; Butera, Alfonsa |
| Data di pubblicazione: | 2016 |
| Titolo: | Brand consistent behavior of employees on social media: the role of social media governance and policies |
| Rivista: | |
| Nazione editore: | Italy |
| Editore: | FrancoAngeli |
| Fascicolo: | 4 |
| Pagina iniziale: | 85 |
| Pagina finale: | 106 |
| Numero di pagine: | 21 |
| Revisione (peer review): | esperti anonimi |
| IF: | senza ISI Impact Factor |
| Rilevanza: | internazionale |
| Lingua: | English |
| Digital Object Identifier (DOI): | http://dx.doi.org/10.3280/MC2016-004006 |
| Settore Scientifico Disciplinare: | Settore SECS-P/08 - Economia e Gestione delle Imprese |
| Keywords: | employee brand consistent behaviour, social media policy, social media governance, authenticity, enabling; internal branding |
| Abstract: | Employee behavior on social media is an opportunity for brand building as customers perceive it as highly authentic. But employees could spread inappropriate messages or breach rules. Companies increasingly adopt social media policies (SMP), providing employees with guidelines. This paper proposes two models of SMP. Enabling SMP stimulate authentic employee brand consistent behavior to seize opportunities by means of balanced governance. Prescriptive SMP suggest or restrict employee behavior to prevent risks by means of managerial control. A content analysis of 25 SMP reveals a homogeneous distribution. Companies should adopt social media governance, and integrate SMP with training, communication and human resource management, to sustain employee brand consistent behavior. |
| Numero degli autori: | 2 |
| Supporto: | A stampa |
| Appare nelle tipologie: | 1.01 Articolo in rivista |
File in questo prodotto:
| File | Descrizione | Tipologia | Licenza | |
|---|---|---|---|---|
| Mazzei_Butera_2016_SMP_M&C_re-print.pdf | Articolo | N/A | Administrator |
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