Title:
The Role of Servant Leadership on Employee Advocacy on Social Media: The Mediating Role of Employee-organization Relationship

Authors:
Wahyono, Asri Laksmi Riani, Indonesia

Abstract:

The rapid development of social media has led to various new initiatives and strategies in its use, one of which is employee advocacy. This study aims to fill the research gap related to employee advocacy by focusing on the context of government agencies. Based on Social Exchange Theory, the study seeks to examine factors that are strongly suspected to have a significant influence on the willingness of employees in the Directorate General of Customs and Excise, to engage in employee advocacy through their personal social media. This research employs a quantitative approach, with data collected through an online questionnaire. A total of 145 valid responses were successfully gathered and analyzed using the SEM-PLS method with the assistance of the SmartPLS software. The findings indicate that servant leadership has a significant direct impact on employee advocacy on social media. The Employee-Organization Relationship also has a positive and significant effect on employee advocacy on social media. Additionally, servant leadership is proven to have a significant indirect impact through the mediating role of the Employee-Organization Relationship. Theoretical and practical implications will also be discussed in this study.

DOI: https://doi.org/10.51505/IJEBMR.2024.8923