Employees as internal audience: how advertising affects employees’ customer focus

By M. Celsi, M. Gilly. 2010

87 citations recorded by the source corpus.

Ad campaigns target consumers with information about the company, its products, and sometimes its employees. Ads also reach the organization’s employees and may contain information useful to employees in meeting customer needs. Results from a study involving a high-tech firm indicate that when employees believe ads are effective and value congruent, their customer focus increases. Pride completely mediates the effects of value congruence and effectiveness on customer focus. Organizational identification of employees generally results in a more favorable reaction to ads. A second study involving a regional health facility replicates and extends these findings to include employee portrayal accuracy when employees are featured in ads. Employee portrayal accuracy affects promise accuracy, effectiveness and value-congruence. In addition, employee portrayal accuracy has a direct effect on customer focus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/e19e05ae55813e0c359672e4356b5a2394f29d34

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. S. Das
2. Michelle R. Nelson
3. Chang-Dae Ham
4. Sophie C. Boerman
5. E. V. van Reijmersdal
6. Chingching Chang

In Organizational Behavior and Human Resource Management

1. M. Gouthier
2. S. Das
3. Michelle R. Nelson
4. M. Rhein
5. Chang-Dae Ham

In Sociology and Political Science

1. M. Gouthier
2. S. Das
3. Michelle R. Nelson
4. M. Rhein
5. Chang-Dae Ham
6. Sophie C. Boerman
7. E. V. van Reijmersdal
8. Chingching Chang

Citations in the corpus

• How to Measure Persuasion Knowledge (2015, background): “In a series of experiments, Chan and Sengupta (2010) created communication pieces with obvious flattery to see if these persuasion tactics influenced implicit or explicit attitudes of the marketing agents.”
• Organizational pride and its positive effects on employee behavior (2011, background): “Successful advertising campaigns and acquisition of famous clients can be stimulators too (Celsi and Gilly, 2009).”