This summary is provided by the IPR Organizational Communication Research Center.
Dr. Yeonsoo Kim and Dr. Shana Meganck examined how corporate social advocacy (CSA) can be effectively implemented through the following: transformational leadership (e.g., encouraging innovation, motivating employees, and engaging in supportive and mentoring roles) and dialogic communication (i.e., internal communication focused on mutuality and openness).
An online survey of 420 full-time employees was conducted in October 2023.
Key findings include:
1.) Increased dialogic communication made employees feel represented, heard, and well-treated, fostering a stronger relationship between the organization and its employees.
2.) Transformational leadership directly increased employees’ advocacy intentions, positive megaphoning (speaking positively about the company), and trust in the organization.
3.) Transformational leadership positively influences employees’ identification with the organization (i.e., feeling well-represented by the company).
4.) Perceived dialogic communication also significantly enhanced employees’ identification with the organization.
Read the original article here.
