Employee influencer management: evidence from state-owned enterprises in Indonesia

IF 3.1 Q1 COMMUNICATION Journal of Communication Management Pub Date : 2022-04-19 DOI:10.1108/jcom-03-2021-0031
N. Arief, A. Gregory, Aria Bayu Pangestu, D. M. A. Ramdlany, I. Sanjaya
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引用次数: 3

Abstract

PurposeThe purpose of this study is to explore how Indonesian state-owned enterprises (SOEs) select and “manage” employee influencers in order to engage more effectively with younger generations.Design/methodology/approachThe study applies a mixed-methods approach. Quantitative data were obtained by analyzing Instagram content with samples for analysis being taken from company-related posts from June 2018 to June 2020. Qualitative data collection was by two focus group discussions (FGD). The FGDs comprised in total, 22 employee influencers representing the 11 sectors of SOEs in Indonesia.FindingsThe article examines how employee influencers engage with others; how they are chosen by their organizations; how they are managed and the support they need from their employers. It was discovered that a careful triangulation is required between employees as influencers, their followers and SOE communication hubs. A key factor is maintaining the authentic relationship between employee influencers and their followers. A conceptual model of employee influencer management for Indonesia is proposed.Research limitations/implicationsThe research provides useful insights for communication management, marketing, and human resources in developing and supporting the role of employee influencers.Practical implicationsThe research provides useful insights for communication management, marketing and human resources in developing and supporting the role of employee influencers. The suggested model is of practical utility for SOEs for managing employee influencers in Indonesia and provides valuable indicators for other countries.Originality/valueThe study of SOEs’ employee influencers has not been explored previously in the literature. This, combined with the Indonesian perspective, brings new insights to the field. Social media use is especially high in Indonesia, so it acts as a good exemplar for the field. It also builds on the growing literature about the importance of employees as influencer, especially in the social media space. The model also make a theoretical contribution.
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员工影响力管理:来自印尼国有企业的证据
本研究的目的是探讨印尼国有企业(SOEs)如何选择和“管理”员工影响者,以便更有效地与年轻一代接触。设计/方法/方法本研究采用混合方法。通过分析Instagram内容获得定量数据,分析样本取自2018年6月至2020年6月与公司相关的帖子。定性数据收集是通过两次焦点小组讨论(FGD)进行的。fgd共有22名有影响力的员工,代表印度尼西亚国有企业的11个部门。这篇文章研究了员工影响者如何与他人互动;他们是如何被他们的组织选择的;他们是如何被管理的,以及他们需要雇主的支持。我们发现,作为影响者的员工、他们的追随者和国企沟通中心之间需要仔细的三角关系。一个关键因素是保持员工影响者和他们的追随者之间的真实关系。提出了一种适用于印度尼西亚的员工影响者管理概念模型。本研究为沟通管理、市场营销和人力资源在发展和支持员工影响者角色方面提供了有用的见解。实践意义本研究为沟通管理、市场营销和人力资源在发展和支持员工影响者的作用方面提供了有用的见解。所建议的模型对印尼国有企业管理员工网红具有实用价值,并为其他国家提供了有价值的指标。原创性/价值对国有企业员工影响者的研究在以前的文献中没有被探讨过。这与印尼的观点相结合,为该领域带来了新的见解。印尼的社交媒体使用率特别高,因此它为该领域树立了一个很好的榜样。它还建立在越来越多的关于员工作为影响者的重要性的文献基础上,尤其是在社交媒体领域。该模型也做出了一定的理论贡献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
5.40
自引率
6.50%
发文量
29
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