Analisis Bibliometrik tentang Employee Advocacy dan Sustainable Branding
DOI:
https://doi.org/10.58812/jmws.v4i12.3069Kata Kunci:
Employee Advocacy, Sustainable Branding, Employer Branding, Keberlanjutan, Analisis BibliometrikAbstrak
Penelitian ini bertujuan untuk memetakan perkembangan, struktur pengetahuan, dan arah evolusi penelitian mengenai employee advocacy dan sustainable branding melalui pendekatan analisis bibliometrik. Data penelitian diperoleh dari database Scopus dengan rentang publikasi tahun 2000–2025 dan dianalisis menggunakan perangkat lunak VOSviewer. Analisis difokuskan pada pola publikasi, jaringan kolaborasi penulis, institusi dan negara, serta pemetaan tematik berdasarkan keyword co-occurrence. Hasil penelitian menunjukkan bahwa employee advocacy semakin diposisikan sebagai elemen strategis dalam penguatan sustainable branding, khususnya melalui keterkaitannya dengan employee engagement, employer branding, dan corporate social responsibility. Temuan juga mengindikasikan adanya pergeseran fokus penelitian dari isu internal branding menuju integrasi nilai keberlanjutan sebagai sumber keunggulan kompetitif jangka panjang. Secara keseluruhan, studi ini memberikan gambaran komprehensif mengenai lanskap riset employee advocacy dan sustainable branding, sekaligus mengidentifikasi peluang penelitian masa depan yang masih terbuka dalam konteks manajemen sumber daya manusia dan pemasaran berkelanjutan.
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