Abstract

The purpose of this study is to investigate the relationship between Corporate ‘Social’ Reputation (CSR) and employees’ increasing usage of Social Media (SM) and related technologies in promoting and strengthening their company’s branding strategies. This study draws on the (Rokka, Karlsson, & Tienari, 2014) conceptualization of corporate reputation management in SM as balancing acts, which take place in relation to different, contradictory, and sometimes paradoxical priorities related to branding and managing employees. The research method of this study was based on the quality content analysis and primarily relied on the recent research articles, and surveys. The findings contribute to the existing discussion on the role of SM, particularly on the employees’ growing usage of Facebook, Twitter and Instagram in building CSR bottom line. Future research is discussed regarding the motivation that drives employees to become brand evangelists. Key implications for researchers, practitioners and policy makers are highlighted.

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