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dc.contributor.authorKeenan Gaylard, Aisling
dc.contributor.authorTorres, Ann M.
dc.identifier.citationKeenan Gaylard, A., Torres, A.M. (2019). Employee brand advocacy in social media: employers' absent roles. Irish Academy of Marketing. Conference December 2019. Project: Technology Adoption and Usage.en_US
dc.identifier.otherBusiness & Management - Articles AITen_US
dc.description.abstractThis paper examines whether employers in SMEs within the food and drinks sector motivates their employees to adopt and use eWOM to promote their businesses. Another consideration is whether employees adopt and use eWOM because they are provided with incentives from their employer. Finally does the adoption and use of eWOM result in brand advocacy for the business. The research avails of quantitative methods and applied elements from the Unified Theory of Acceptance and Use of Technology (UTAUT2) model to a random sample of SMEs with the food and drink sector. Data from 150 online questionnaires were analysed using partial least squares structural equations modelling (PLS-SEM) software Smart-PLS. This paper examines three constructs: employer motivate their employees to adopt and use eWOM. The adoption and usage of eWOM results in brand advocacy. However, employee are not incentivised by their employers to adopt and use eWOM.en_US
dc.publisherIrish Academy of Marketingen_US
dc.relation.ispartofIrish Academy of Marketing Conference 2019en_US
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 Ireland*
dc.subjectBrand advocacyen_US
dc.subjectSocial media marketingen_US
dc.titleEmployee brand advocacy in social media: employers' absent roles.en_US
dc.rights.accessOpen Accessen_US
dc.subject.departmentFaculty of Business & Hospitalityen_US

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Attribution-NonCommercial-NoDerivs 3.0 Ireland
Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivs 3.0 Ireland