EXPLORING THE ROLE OF HRIS IN EMPLOYEE ADVOCACY MARKETING - A PAKISTANI PERSPECTIVE

This paper examines how the human resource information system (HRIS) supports employee advocacy marketing (EAM), especially within the context of a multinational organization setting in Pakistan. Focus group interviews with 10 respondents from each of the managerial and non-managerial levels, and the subsequent NVivo-based data analysis revealed the need to upgrade the functionalities of Human Resource Information Systems through the integration of computerized workflows, training modules, and gamified features to encourage participation in advocacy by all employees across all levels. The implications of our study include the strategic and accessible design of HRIS tools, increased brand visibility, employee engagement, and organizational belonging. Although this study relies on self-reported data and is limited to the Pakistani context, it has some valuable implications regarding the ability of HRIS to address operational and cultural challenges in advocacy marketing. This study contributes to the rapidly growing literature on HRIS by highlighting its potential to foster sustainable, culturally sensitive advocacy in diverse organizational contexts. Keywords: HRIS integration, employee advocacy marketing, workforce engagement strategies