Relevant bibliographies by topics / Online Brand Advocacy

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Online Brand Advocacy'

Author: Grafiati
Published: 7 June 2025
Last updated: 2 August 2025

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Journal articles on the topic "Online Brand Advocacy"

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Ahmad, Priyagung. "Exploring the Process of Online Brand Advocacy: An In-depth Qualitative Study of Active Fashion Brand Advocates in Indonesia Online Marketplaces." Indian Journal of Management and Language (IJML) 4, no. 2 (2024): 78–83. https://doi.org/10.54105/ijml.B2056.04021024.

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<strong>Abstract:</strong> Customers actively supporting a company or product online is known as online brand advocacy and is a crucial component of online marketing. From the standpoint of active fashion brand advocates in online marketplaces, little studies focused on the steps or processes of online brand advocacy. This study attempts to fill this knowledge gap by investigating the process of online brand advocacy through in-depth interviews with 15 active fashion brand supporters in Indonesia online marketplaces. There are four key stages of online brand advocacy: (1) the initial stages of
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Parrott, Guy, Annie Danbury, and Poramate Kanthavanich. "Online behaviour of luxury fashion brand advocates." Journal of Fashion Marketing and Management 19, no. 4 (2015): 360–83. http://dx.doi.org/10.1108/jfmm-09-2014-0069.

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Purpose – Over the past few years online fashion communities have proliferated becoming an increasingly powerful forum for user-generated content, and consequently, the fashion industry has shown great interest in such communities. The purpose of this paper is to review and analyse brand advocacy behaviour within luxury brand accessory forums: to analyse the role these communities play in influencing purchase intention; assessing their contribution to fashion brand love. Design/methodology/approach – The study adopted a netnographic approach to the phenomenon of online luxury accessory communi
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Priyagung, Ahmad. "Exploring the Process of Online Brand Advocacy: An In-depth Qualitative Study of Active Fashion Brand Advocates in Indonesia Online Marketplaces." Indian Journal of Management and Language 4, no. 2 (2024): 78–83. https://doi.org/10.54105/ijml.b2056.04021024.

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Customers actively supporting a company or product online is known as online brand advocacy and is a crucial component of online marketing. From the standpoint of active fashion brand advocates in online marketplaces, little studies focused on the steps or processes of online brand advocacy. This study attempts to fill this knowledge gap by investigating the process of online brand advocacy through in-depth interviews with 15 active fashion brand supporters in Indonesia online marketplaces. There are four key stages of online brand advocacy: (1) the initial stages of learning about and using t
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Mutiara, Sigma, and Ahmad Ikhwan Setiawan. "The Influence of Perceived Quality and Brand Interaction on Online Brand Advocacy Through Brand Trust and Affective Commitment." International Journal of Economics, Business and Management Research 09, no. 06 (2025): 330–48. https://doi.org/10.51505/ijebmr.2025.9618.

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This study analyzes the influence of perceived quality and brand interaction on online brand advocacy at PT. XYZ, with brand trust and affective commitment as mediating variables. Data were collected from 410 active social media customers through a survey measuring five key variables. The results indicate that perceived quality does not have a significant effect on brand trust, while brand interaction has a significant positive effect. Brand trust significantly influences affective commitment but does not have a direct effect on online brand advocacy. However, affective commitment has a signif
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Kumgliang, Oranich, and Anon Khamwon. "Antecedents of brand advocacy in online food delivery services: An empirical investigation." Innovative Marketing 18, no. 3 (2022): 136–48. http://dx.doi.org/10.21511/im.18(3).2022.12.

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Building a solid relationship between a brand and customers has become increasingly prevalent in a firm’s marketing strategy. It has led to a broader and deeper exploration of developing customer relationships by industry practitioners and academic researchers. Drawing on the marketing literature, this empirical study speculates on the possible mechanism underlying the process of building brand advocacy with consumers in online food delivery services. The data were collected from 562 respondents through online questionnaires from consumers of food delivery platforms in Bangkok and Metropolitan
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Devita Chandra Aryn Ayuningtyas and Novika Candra Astuti. "Digital Marketing Strategies in Building Brand Advocacy to Improve Purchase Intention." LITERACY : International Scientific Journals of Social, Education, Humanities 4, no. 2 (2025): 318–25. https://doi.org/10.56910/literacy.v4i2.2404.

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This study investigates how digital marketing strategies affect online brand advocacy, brand loyalty, and purchase intention in the context of a music and event company in Indonesia, PT. Nada Promotama. Using a quantitative explanatory approach, data were collected from 281 respondents through an online survey and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that digital marketing significantly influences both online brand advocacy and brand loyalty. Moreover, brand loyalty positively and significantly affects purchase intention, while onlin
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Amri, Yahya, Nuryakin, and Dyah Handayani Siti. "The Effect of Brand Awareness and Brand Image on Customer Purchase Decisions and Customer Advocacy Behavior: A Study on Consumers of Kapal Api Coffee Brand." International Journal of Social Science and Human Research 07, no. 03 (2024): 2101–10. https://doi.org/10.5281/zenodo.10889185.

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The evolution of marketing, from traditional approaches to Marketing 4.0, has shifted the focus towards consumer behavior and advocacy. In this digital era, consumer empowerment and the significance of peer recommendations have reshaped marketing strategies. This study aims to investigate the relationships between brand awareness, brand image, consumer purchasing decisions, and customer advocacy behavior, with a specific focus on Kapal Api coffee consumers. Customer Advocacy Behavior, defined as consumer recommendations strengthening a brand, gains prominence in Marketing 4.0. Distinct from in
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Suryono, Ignatius Agus, Aryono Yacobus, and Michelle Yoanna Franscisca Brigitta. "Amidst COVID – 19 Pandemic: How to Gain Customer Advocacy for Indonesian Online Marketplaces Selling Luxury Products?" RSF Conference Series: Business, Management and Social Sciences 1, no. 3 (2021): 199–210. http://dx.doi.org/10.31098/bmss.v1i3.320.

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Amidst the prolonged COVID - 19 Pandemic, Indonesian online marketplaces selling luxury brand products have been experienced a decrease in their market share, while on the other side, Indonesian online marketplaces selling standard products have been experienced a bullish position with their extraordinary increase of market share. In this research, we tried to examine the impact of brand satisfaction on customer advocacy with brand loyalty as both mediating and moderating variable and luxury brand attachment as mediating variable. Our focus in this research was on Indonesian marketplaces selli
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Renfil, Renfil. "The Relationship between User Interaction and Brand Advocacy in Digital Environments." Journal of Social Commerce 3, no. 3 (2023): 123–34. http://dx.doi.org/10.56209/jommerce.v3i3.134.

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In this work in progress Empreds will analyse how user interaction and frequency of interaction has an influence on brand advocacy specifically within digital contexts, and types of content that encourage this action. As a quantitative study, the research has gathered data from a diverse group of social media users, to assess the user interaction data as an influential factor for brand advocacy by using multiple regression analysis together with ANOVA/ANCOVA. The study objectives show that engagement rate, interaction frequency, visual content value are predictors of brand advocacy, where youn
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Bismo, Aryo, Harjanto Prabowo, Pantri Heriyati, and Sri Bramantoro Abdinagoro. "How do Social Media Environments and Self-Brand Connection Give an Impact on Brand Advocacy?" WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS 20 (July 27, 2023): 1673–81. http://dx.doi.org/10.37394/23207.2023.20.148.

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This study examines the effects of social media marketing activity and social media influencer attributes on brand advocacy among millennials in Indonesia. The study found that efficient use of social media marketing activity improves self-brand connection, which in turn leads to brand advocacy among millennials. However, the study found that social media influencer attributes do not have a direct impact on self-brand connection or brand advocacy. The study used online questionnaires and path analysis to analyze the data and the results provide valuable insights for companies looking to boost
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Dissertations / Theses on the topic "Online Brand Advocacy"

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Stenman, Erika. "Strong Employer Brands and Employee Advocacy in Social Media : exploring the Employee Perspective." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-19682.

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Employer Branding activities in the competitive labour market are becoming increasingly interactive rather than being a top-down exercise. Limited resources together with new technology is playing a role in this development. Little, but some research exists on Employee Advocacy or the voluntary promotion and defence of a brand by its employees. While some researchers suggest that strong Employer Brands fosters Employee Advocacy, there seem to be little empirical support or comprehensive models incorporating the supportive factors. Earlier studies have been primarily quantitative in nature, foc
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Books on the topic "Online Brand Advocacy"

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Wise, Luan. Smart Social Media. Bloomsbury Publishing Plc, 2024. https://doi.org/10.5040/9781399416368.

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You might be using ‘social media’ everyday, but are you maximizing its potential to best benefit your business? Understanding the implications of using social media strategically to enhance and complement marketing initiatives at work is crucial to unlocking your business’s growth, and Luan Wise is here to help. Written by a recognized trainer for both LinkedIn and Meta,Smart Social Mediais grounded in the insights gained from hands-on consultancy work, plus hours of personal research, observations, and in-depth reviews of the platforms themselves. Both practical and informative,Smart Social M
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Book chapters on the topic "Online Brand Advocacy"

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Rini, Endang, and Beby Sembiring. "The Effect of Customer Engagement and Brand Advocacy on Brand Value Co-creation." In Proceedings of the 19th International Symposium on Management (INSYMA 2022). Atlantis Press International BV, 2022. http://dx.doi.org/10.2991/978-94-6463-008-4_114.

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AbstractIntegrated efforts and strategies are needed to promote tourism; thereby, branding plays an important role in imaging a tourism destination and becomes one of the important indicators in determining the success and image of a tourist area. Furthermore, branding can integrate strategic elements in a single formula to create characteristics and a positive image and increase the competitive advantage to achieve regional goals. Branding can be used as a differentiator or identity for a product, including tourism. The research was conducted for a year with a quantitative approach. The popul
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Aggestam, Karin, Annika Bergman Rosamond, and Elsa Hedling. "Nation Branding, Digital Advocacy and Feminist Foreign Policy." In Global Foreign Policy Studies. Springer Nature Switzerland, 2024. http://dx.doi.org/10.1007/978-3-031-63697-4_4.

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AbstractThis chapter examines how Sweden’s feminist foreign policy was constructed and managed as a nation brand during its eight years of existence. This particular nation brand built on and was informed by Sweden’s longstanding state feminist tradition as well as its more recent digital sophistication. As the chapter shows, Sweden’s feminist foreign policy was an exercise in feminist branding, paired with a strong awareness that digital communication of feminist values required both pragmatism and policy adaptation. We analyse how strategies of hashtag feminism triggered resonance among glob
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Venkateswaran, P. S., B. Arun, Rameshwaran Byloppilly, S. R. Rameshkkumar, and M. Sivakoti Reddy. "A Study on Evaluating Brand Reputation by Measuring Sentiment and Response Rates in the Digital Age." In Advances in Electronic Commerce. IGI Global, 2024. https://doi.org/10.4018/979-8-3693-5548-0.ch008.

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The chapter shows how worldwide presence increases brand scrutiny. Online reviews, social media presence, and ethical practices influence brand reputation and purchasing decisions worldwide. Reputation builds trust and loyalty, driving repeat business and favourable word-of-mouth across varied marketplaces. A positive brand image helps organisations weather crises and minimise reputational damage. This improves the employer brand, attracting top people in a competitive worldwide market. Beyond customer benefits, a good reputation boosts investor confidence and lets brands influence positive ch
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Prana, Stella, Meylani Tuti, and Sigit Dani Nugroho. "Increasing Guest E-Loyalty Through Online Brand Advocacy." In The 5th Asia-Pacific Management Research Conference (APMRC). Sciendo, 2024. http://dx.doi.org/10.2478/9788367405850-017.

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Novak, Alison N. "Revenge of Cecil the Lion." In Establishing and Evaluating Digital Ethos and Online Credibility. IGI Global, 2017. http://dx.doi.org/10.4018/978-1-5225-1072-7.ch012.

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Digital media has seen a proliferation of Third-Party Review Sites (TPRS) that encourage the public to comment and reflect on their interactions and experiences with a retailer, brand, or company. Sites like Yelp build massive audiences based on their credibility as authentic, accurate, external reviewers. This study looks at how the co-opting of TPRS pages by advocates and protesters influences public perceptions of credibility on these sites. Specifically, it explores the public's reaction to Yelp as a digital space of protest after the death of Cecil the Lion at the hands of a Minnesota den
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Arnaut, Amina, Marina Arnaut, and M. Muzamil Naqshbandi. "Exploring Blockchain-Based Digital Marketing in the UAE." In Handbook of Research on Promoting Logistics and Supply Chain Resilience Through Digital Transformation. IGI Global, 2022. http://dx.doi.org/10.4018/978-1-6684-5882-2.ch009.

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This chapter explores the possibilities of using blockchain technology in digital marketing practices in the UAE. The research also examines how blockchain may affect digital marketing's contemporary practices to provide recommendations to digital marketing practitioners on utilising blockchain technology. Secondary data analysis, an online survey, and a Delphi study were conducted to achieve the research objectives. This chapter corroborates a gap in the literature by analysing the secondary data. The online survey results depict users' frustrations, openness to advertisement incentives, tran
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Ferreira, Ivone, Luís Eusébio, Antonio Raúl Fernández Rincón, and Pedro Antonio Hellín Ortuño. "Corporate Social Responsibility and Consumer Brand Advocacy: A Reflection in a Time of Crisis." In Strategic Communication in Context: Theoretical Debates and Applied Research. UMinho Editora/CECS, 2021. http://dx.doi.org/10.21814/uminho.ed.46.15.

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Web 2.0 offers users the unprecedented possibility of taking part in an uninterrupted flow of global communication that encompasses a growing number of people within its network and connection points (Ferreira, 2002). Users/consumers find here a space governed by a logic of connectivity, openness, conversation, and participation. These dimensions are exponentially enhanced by the growing ubiquity of social networks, whose interactive and collaborative architecture has shifted power to user communities (Mollen &amp; Wilson, 2010). This renewed communicational context creates several challenges
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Batta, Aaruni, Pallavi Pahuja, and Ruby Sharma. "Social Media Marketing Strategies for Innovating Relationship Marketing in the Digital Era." In Innovative Technologies for Increasing Service Productivity. IGI Global, 2024. http://dx.doi.org/10.4018/979-8-3693-2019-8.ch012.

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Utilizing social media for real-time communication and feedback is crucial in the evolving landscape of business communication in the digital era. It's not enough to simply acquire new customers through lead generation or sales; you must also foster connections with them on social media and online to ensure their continued loyalty and advocacy for your brand. Traditional word-of-mouth marketing has transformed, and the key to sustaining customer relationships and driving repeat business lies in building strong, lasting connections with your clientele. The absence of verbal marketing underscore
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Verma, Amitabh. "Content Marketing." In Marketing in a Digital World: Strategies, Evolution and Global Impact. BENTHAM SCIENCE PUBLISHERS, 2025. https://doi.org/10.2174/9789815305456125010008.

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Content marketing, an essential aspect of digital marketing, revolves around creating and distributing valuable, relevant, and consistent content to attract and engage a specific target audience. This approach is strategic, aiming to align with business objectives and audience needs across various channels like websites, social media, and email campaigns. The focus on providing valuable, relevant, and consistent content builds trust, increases brand awareness, and drives customer action. Effective content marketing encompasses various formats, including blog posts, infographics, social media c
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Conference papers on the topic "Online Brand Advocacy"

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Sultoni, Muhammad Mukhsin, Irwansyah, Ayu Rahma Haninda, and Monika Pretty Aprilia. "Digital Content by Online Media and Its Effects on Brand Trust, Brand Credibility, Brand Commitment, and Brand Advocacy (Case on Instagram Account Tirto.id)." In 2019 IEEE 4th International Conference on Computer and Communication Systems (ICCCS). IEEE, 2019. http://dx.doi.org/10.1109/ccoms.2019.8821740.

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