Employee Advocacy on Social Media: Driving Customer Acquisition and Loyalty in Austrian B2B Organizations

Abstract

This thesis analyzes the potential of employees operating as brand ambassadors in the B2B sector. The main idea is that engaged employees can develop into trustworthy and authentic brand promoters especially in sectors where trust is crucial. The motivation for this thesis developed out of observations in the workplace, where it was common for employees to share and promote work-related information on their private social media profiles. This questioned the topic of how B2B companies can effectively utilize advocacy initiatives to successfully impact the behavior of customers. Limited research on organized implementation of such programs identifies the underlying research gap. Thus, existing studies scarcely considers motivational factors and influence on customer acquisition and loyalty. The gap is being addressed with the focus on Austrian B2B firms by answering six research questions which cover ambassador programs, utilization for adequate social media platforms, motivational factors for participation and insights from executives of Austrian B2B enterprises. The foundation of this study is an in-depth literature review and analysis that discusses the theory of employee advocacy concepts, the B2B customer journey and social media’s role in it. A quantitative survey was conducted among 54 employees and executives from Austrian B2B firms to discover patterns, obstacles, motivations, and challenges in present employee advocacy behavior. The findings showed an imbalance among awareness and methods: 86% of participants are aware of employee advocacy but only 27% were given guided official assistance. This confirms the gap among acknowledgement and practical implementation. Top motivators for participating in advocacy programs include monetary incentives, corporate pride, and recognition by the employer. LinkedIn has been identified as the top platform for B2B advocacy. Most of the executives see a direct correlation among employee advocacy, customer acquisition, and loyalty. Thus, they highlighted its importance in branding, recruiting, and establishing trust. The outcome supports the hypothesis: employee advocacy significantly contributes to customer acquisition and loyalty. Even with existing limitations around the geographical focus on Austria, the small sample size and the shortage of executive’s feedback, this study addresses the theoretical and practical gap and offers executives helpful insights. Through a combination of internal regulations, management support, and instruction, Austrian B2B firms are suggested to build strategically important and ongoing employee advocacy concepts. Digital technology is developing, and employees will become more important in defining the reputation of a business and create lasting customer relationships.

Date of Award	2025
Original language	English
Supervisor	Julian Grad (Supervisor)