Employees as ambassadors: embracing new role expectations and coping with identity-tensions

Volume: 24, Issue: 4, Pages: 702 - 716
Published: Sep 20, 2019
Abstract
Purpose To provide an employee perspective on ambassadorship in the context of corporate communication, the purpose of this paper is to explore how employees relate to and experience ambassadorship. Design/methodology/approach The study has a qualitative approach, and the empirical material consists of semi-structured interviews with, and focus groups of, employees of seven organizations in both the public and private sectors. The paper draws on...
Paper Details
Title
Employees as ambassadors: embracing new role expectations and coping with identity-tensions
Published Date
Sep 20, 2019
Volume
24
Issue
4
Pages
702 - 716
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