Investigate Social Media Advocacy in Higher Education: Employee Productivity and Well-being in the Era of Social Media

Higher education institutions are increasingly leveraging social media as a tool for branding and advocacy. However, this digital transformation brings both opportunities and challenges, particularly for employees who are expected to participate in content creation and engagement to boost institutional branding. This paper explores the multifaceted implications of social media advocacy on employee productivity, psychological wellness, and workplace dynamics. The primary objectives of this study are to identify the implications of social media-driven branding efforts on employee productivity, explore the psychological wellness challenges associated with social media advocacy, analyze the impact of social media branding efforts on workplace dynamics, and propose actionable strategies for balancing institutional branding with employee well-being. The study employed a Systematic Literature Review (SLR) approach, searching relevant databases and applying a structured screening process to identify 137 articles for in-depth analysis. The data was further analyzed using Voyant Tool, VOSviewer, and Microsoft Excel to identify key themes and trends.The findings indicate that social media advocacy often leads to increased workloads, blurring work-life boundaries and decreasing productivity, while digital fatigue from continuous engagement can hinder focus on core responsibilities. Additionally, the pressure to achieve measurable outcomes, such as likes and shares, can create undue stress and reduce intrinsic motivation. Psychological wellness challenges include increased stress and anxiety, particularly for those uncomfortable with digital platforms, alongside concerns about privacy and unhealthy comparisons that can impact self-esteem. Furthermore, workplace dynamics are affected by role ambiguity and conflicts arising from perceived unequal contributions to branding efforts. To address these challenges, the study recommends establishing clear guidelines, providing training and support, promoting work-life balance, fostering inclusivity, and regularly measuring the impact of social media advocacy on employee productivity and well-being. Higher education institutions must balance their branding objectives with the well-being of their employees. By addressing the challenges of social media advocacy, institutions can create a supportive environment that empowers their workforce while achieving their digital engagement goals. Future research should explore technological interventions and policy measures to enhance the effectiveness of social media advocacy while safeguarding employee mental and emotional health.