How posting in social networks affects employee-based brand equity

Abstract

PurposeThough employees are important stakeholders of a brand, their role in building brand equity has long been neglected. This study aims to deepen the understanding of employees’ brand co-creation efforts and their contribution to employee-based brand equity (EBBE).Design/methodology/approachThe study analyses implicit and explicit communication activities by employees on the social media network LinkedIn and quantifies the contribution of their posts to EBBE. Data has been gathered from more than 1,300 posts and 130 private accounts, representing different employee groups of five corporate brands.FindingsThe investigation illustrates the high importance of brand co-creation in social networks by employees and helps practitioners to better understand the underlying processes.Research limitations/implicationsCase-study research has limitations of generalisability. However, the authors unveil important limits to exploiting the autonomy of employees’ word-of-mouth communication.Practical implicationsUnder a co-creative perspective, every social media activity of an employee can be a positive contribution to a brand’s equity. Therefore, companies should closely monitor EBBE.Originality/valueThe authors draw on basic conceptual insights and empirical work by other researchers but extend and interpret them in a new context. The study provides initial indications of key antecedents of and barriers to successful management of employees’ brand co-creation activities.