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Rzecznictwo pracowników — pracownicy w roli ambasadorów marki

Tematem artykułu jest rzecznictwo pracowników definiowane jako promocja organizacji przez ludzi, którzy dla niej pracują. Celem naukowym artykułu jest systematyzacja wiedzy na temat rzecznictwa pracowników oraz identyfikacja obszarów przyszłych badań nad tym zagadnieniem. Jako metodę badawczą autorki przyjęły przegląd narracyjny literatury. Celem utylitarnym publikacji jest promowanie zmian w sposobie myślenia o roli pracowników w działalności marketingowej organizacji. Wskazano kluczowe korzyści wynikające z występowania pracowników w roli ambasadorów marki. Przedstawiono argumenty potwierdzające tezę, że programy rzecznictwa pracowniczego mają niemal nieograniczony potencjał promocyjny, ale pracownicy mogą być wartościowymi ambasadorami marki tylko wtedy, gdy mają wiedzę na temat potrzeb marki oraz mechanizmów rzecznictwa pracowniczego.

Słowa kluczowe: rzecznictwo; ambasador marki; reputacja; marketing cyfrowy; social media

Bibliografia

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Cena artykułu
16.00
Cena numeru czasopisma
62.00
Prenumerata
744.00 zł
558.00
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