Vol 22 | Issue 1 | 20-34 | March 2026
N O T Ntshona*
University of Pretoria
thatontshona@gmail.com
Dr H van Wyk
IMM Grduate School
Helenavw@immgsm.ac.za
https://orcid.org/000-6164-2099
*Corresponding author
Abstract
This qualitative study examines the pivotal role of internal communication in cultivating employee brand ambassadors within South African service organisations. While the relationship between internal communication and employee engagement has been extensively studied, its influence in nurturing employee brand ambassadors within agile organisational settings remains underexplored. Grounded in stakeholder theory and diffusion of innovation theory, this research positions employees as key organisational stakeholders whose attitudes and behaviours substantially impact corporate reputation and competitive advantage.
Twelve senior managers from diverse service sectors (legal, consulting, accounting, finance, and marketing) in Gauteng, South Africa, participated in semi-structured interviews. The findings reveal three key strategic dimensions: (1) strategic selection criteria emphasising energy, personality fit, and brand passion; (2) the critical role of authentic, transparent leadership communication in building trust; and (3) the power of employee advocacy in humanising brands and extending organisational reach. The study contributes to theory by demonstrating how engaged employees transform into proactive ambassadors who embody brand values and drive organisational competitiveness.
Keywords: internal communication, employee brand ambassadors, agile organisations, service industry, South Africa.
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