Selvam, Rejina M. and Lelis, Catarina ORCID: https://orcid.org/0000-0003-4402-8876 (2019) Employees as advertisers: on the effects of internal advertising using a flexible online brand center platform. Tripodos, 43. pp. 119-133. ISSN 1138-3305

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Abstract

The purpose of this study is to explore the relationship between attitude cons­truct variables and internal advertising construct variables, brand awareness and brand knowledge, and to explo­re the effectiveness of a flexible online brand center platform for internal em­ployee communication.

The data consisted of fourteen interviews with 32 employees as participants divi­ded into 5 focus groups based on their job category at the University of Aveiro. The qualitative data derived from the discussion was transformed into quan­titative data, counting the number of references associated with each variable. The relationship between attitude cons­truct variables (i.e., organizational commitment and identification) with the internal brand advertising varia­bles (i.e., brand knowledge and brand awareness), were found to be statistica­lly significant. Furthermore, each of the­se attitude construct variables and in­ternal brand advertising variables were also found to be statistically significant in their association with the variable measuring willingness to participate in the online brand center platform. Also, it was observed that sex and job cate­gory variables influences the attitude construct variables.

The study confirms the previous mar­keting findings regarding the theore­tical explanation of brand integration among employees. The relationship between identification and organiza­tional commitment and the relationship between brand awareness and brand knowledge observed in previous stu­dies were confirmed. Future research may investigate the possible causes of higher identification in teaching staff compared to non-teaching staff, as well as the differences in the psychological variables for men and women. Mana­gerial implications suggest that online brand center may be effective in inter­nal advertising to employees and in turn employees can become advertisers of brands to potential consumers.

Item Type:	Article
Subjects:	Graphic arts > Advertising Media > Branding Computing > Innovation and user experience > Computing interaction design Business and finance > Small business > Innovation Computing > Knowledge management
Depositing User:	Catarina Lelis
Date Deposited:	24 May 2019 09:21
Last Modified:	06 Feb 2024 16:00
URI:	https://repository.uwl.ac.uk/id/eprint/6108

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