Bridging employee advocacy in anonymous social media and internal corporate social responsibility (CSR)

Purpose - This study explores the link between internal corporate social responsibility (CSR) and employee advocacy intention in the anonymous online environment, viewing the positive behavior of employees in anonymous social media as discretionary and altruistic efforts for their organization. Guided by social exchange theory (SET) and relationship management theory, the role of a communal relationship and organizational citizenship behavior (OCB) is likewise explored. Design/methodology/approach - An online survey was conducted with 405 full-time employees in the US. Findings - Results showed that internal CSR positively influences the organization-employee communal relationship as well as OCB. Results further show that the employee-oriented communal relationship plays an important role in increasing OCB, which in turn enhances employee advocacy intention in anonymous social media. Originality/value - This study is one of the first attempts to conceptualize employees' advocative behaviors in anonymous websites (e.g. Glassdoor) and to explore the antecedents of advocative behaviors, drawing insights from human resources management and internal relations.