VOlUME 05 ISSUE 06 June 2026
1Dr. Sunday Owhorji, 2Worlu Charles Chimerumeze
1Department of Business Administration, Faculty of Administration and Management, Rivers State University.Nkpolu-Oroworukwo Port Harcourt
2Department Employment Relations and Human Resource Management, Faculty of Administration and Management, Rivers State University.Nkpolu-Oroworukwo Port Harcourt
DOI : https://doi.org/10.58806/ijsshmr.2026.v5i6n13Google Scholar Download Pdf
ABSTRACT
This study investigated the relationship between employee advocacy and social media engagement in local government councils in Bayelsa State. Specifically, it examined two dimensions of employee advocacy: content sharing advocacy and brand representation advocacy, and their influence on public awareness, engagement, and perception of council activities. A quantitative research design was adopted, with a structured questionnaire administered to a sample of 105 employees selected from the target population using the Krejcie and Morgan sampling method. Data were analyzed using descriptive statistics and Pearson Product-Moment Correlation (PPMC) to test the hypotheses. The findings revealed that both content sharing advocacy and brand representation advocacy have significant positive relationships with public awareness, engagement, and trust. Employees who actively disseminate council-related content enhance citizen participation, while those who represent the council positively on social media strengthen public perception and credibility. The study concludes that employee advocacy is a strategic tool for improving communication, transparency, and participatory governance in local councils. Recommendations include enhancing digital literacy, developing clear social media policies, incentivizing employee engagement, and leveraging analytics to optimize advocacy efforts.
KEYWORDS:Employee advocacy, social media, content sharing, brand representation, local government, public engagement, Bayelsa State
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Cite this Article:Owhorji, D. S., & Chimerumeze, W. C. (2026). Employee Advocacy and Social Media Engagement of Local Government Councils in Bayelsa State. INTERNATIONAL JOURNAL OF SOCIAL SCIENCE HUMANITY & MANAGEMENT RESEARCHS, 5(6), 1448-1452. https://doi.org/10.58806/ijsshmr.2026.v5i6n13