Good citizen, good ambassador? Linking employees' reputation perceptions with supportive behavior on Twitter

Abstract

Although it is well accepted that employees' behavior is a key intangible resource of sustainable competitive advantage, little is known about the effects of employees' company-related behavior in social media. This research contributes to this body of knowledge by studying the effect of perceived external reputation on employees' supportive behavior in social media. The authors investigate the mediation effect of a three-dimensional organizational citizenship behavior (OCB). The research based on two separate surveys among Twitter account holders. The results revealed that not all OCB dimensions act as mediators between perceived external reputation and employees' supportive behavior in social media. At the end, the authors discuss how the findings enhance our understanding of the impact of corporate reputation on employees' behavior in social media.