Internal communication and employee brand ambassadorship case study: Djezzy

Abstract

This study examines how Djezzy employees interpret internal communication and how thatexperience relates to brand ambassadorship, understood as the voluntary and identity-basedpromotion of the organization within personal and professional networks. Using a qualitativeinterpretivist single-case study design, data were collected through two semi-structuredinterview guides administered to two groups: four operational employees from Technical,IT, and B2B Commercial functions, and two HR specialists responsible for internalcommunication and engagement. The interviews were conducted in French, recorded, andanalyzed through inductive thematic coding in NVivo.The findings show that brand ambassadorship did not result from a single communicationaction, but from a long-term experience shaped by coherence between discourse andpractice, credible managerial relay, and alignment between personal and organizationalvalues. The comparison between the two guides revealed a clear difference in perspective:HR specialists emphasized structural challenges and uneven identification, while operationalemployees described internal communication as largely positive and trustworthy. Tenureappeared to help explain this gap.This study contributes an empirically grounded account of how internal communicationexperience can support or limit brand ambassadorship in the Algerian telecommu