<![CDATA[This study examines the effects of ethical leadership and organizational learning on online brand engagement performance among MSMEs, with employee advocacy as a mediating variable. Drawing on Social Learning Theory, the study conceptualizes employee advocacy as a behavioral mechanism through which internal organizational conditions are translated into external digital brand outcomes. A quantitative cross-sectional survey was conducted among 300 MSME employees and business actors in Purwakarta, Indonesia, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that ethical leadership has a significant positive effect on employee advocacy, while organizational learning also demonstrates a significant positive effect on employee advocacy. Employee advocacy has the strongest direct effect on online brand engagement performance. Ethical leadership and organizational learning also have significant direct effects on online brand engagement performance. Furthermore, employee advocacy significantly mediates both the relationship between ethical leadership and online brand engagement performance and the relationship between organizational learning and online brand engagement performance. The findings demonstrate that online brand engagement is shaped not only by digital marketing activities but also by ethical leadership, organizational learning, and employee-driven advocacy. The study contributes theoretically by extending Social Learning Theory to digital brand engagement and provides practical implications for MSMEs seeking to strengthen employee participation in online branding.]]>
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