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Journal articles on the topic 'Online Brand Advocacy'

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

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1

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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Abu-Salih, Bilal, and Salihah Alotaibi. "Knowledge Graph Construction for Social Customer Advocacy in Online Customer Engagement." Technologies 11, no. 5 (2023): 123. http://dx.doi.org/10.3390/technologies11050123.

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The rise of online social networks has revolutionized the way businesses and consumers interact, creating new opportunities for customer word-of-mouth (WoM) and brand advocacy. Understanding and managing customer advocacy in the online realm has become crucial for businesses aiming to cultivate a positive brand image and engage with their target audience effectively. In this study, we propose a framework that leverages the pre-trained XLNet- (bi-directional long-short term memory) BiLSTM- conditional random field (CRF) architecture to construct a Knowledge Graph (KG) for social customer advoca
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Wilk, Violetta, Paul Harrigan, and Geoffrey N. Soutar. "NAVIGATING ONLINE BRAND ADVOCACY (OBA): AN EXPLORATORY ANALYSIS." Journal of Marketing Theory and Practice 26, no. 1-2 (2018): 99–116. http://dx.doi.org/10.1080/10696679.2017.1389246.

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Dhawan, Deepika, and Ashima Singh. "Brand Love in the Scroll Economy: Emotional Dimensions of Online Consumer–Brand Engagement." Studies in Media and Communication 13, no. 3 (2025): 325. https://doi.org/10.11114/smc.v13i3.7739.

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Social media marketing has emerged as the most popular and highly effective marketing communication strategy for brands worldwide. Engagement and Reach are the new go-to solutions for start-ups and established brands. The study tactically analyses how social media engagement nurtures consumers’ love for brands and how much of a role brand love plays in the consumer-brand social media relationship. The study employs a close-ended, undisguised and structured questionnaire to collect data from a sample of 810 young individuals in Delhi NCR. Data analysis was performed using IBM SPSS Statistics 25
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Manuputty, Audrey, Hanny Hafiar, and Retasari Dewi. "Eksplorasi Karakteristik Konten Online Brand Advocacy di Media Sosial (Studi AIESEC in Indonesia)." Prologia 9, no. 1 (2025): 239–49. https://doi.org/10.24912/pr.v9i1.33538.

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Social media has become a key platform in brand advocacy strategies, with Online Brand Advocacy (OBA) serving as an effective form of communication, especially in non-profit organizations like AIESEC. This study aims to explore and identify the characteristics of Online Brand Advocacy (OBA) content created by AIESEC in Indonesia members during the 'join aiesec' recruitment period in 2023. AIESEC in Indonesia was chosen as the research subject because the organization has a large member base and is active on social media, particularly TikTok, allowing for a comprehensive analysis of the OBA str
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Sekarningtyas, Aldila Kinanti, and Usman Usman. "Brand Alignment Targeting against the Needs of Gen-Z Consumers to Improve Brand Identity and Brand Advocacy." Almana : Jurnal Manajemen dan Bisnis 7, no. 2 (2023): 332–46. http://dx.doi.org/10.36555/almana.v7i2.2171.

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The phenomenon of online transportation in Indonesia has indeed been rampant for the last ten years due to increasingly sophisticated technological developments. The presence of PT Gojek Indonesia as a startup engaged in the field of online transportation has received a positive response from Gen-Z circles. This can be seen from the several services that PT Gojek Indonesia continues to develop so that in the end, there are 22 on-demand services that users can enjoy. This study aims to determine the indicators of Gen-Z consumer needs preferences in measuring brand alignment and how PT Gojek Ind
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Bilro, Ricardo Godinho, Sandra Maria Correira Loureiro, and Faizan Ali. "The role of website stimuli of experience on engagement and brand advocacy." Journal of Hospitality and Tourism Technology 9, no. 2 (2018): 204–22. http://dx.doi.org/10.1108/jhtt-12-2017-0136.

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PurposeThis study aims to examine the relationships between stimuli of website experience (information/content, interactive features and design–visual appeal) and online engagement (cognitive processing, affection and activation) with consumer-generated media and brand advocacy. Furthermore, this study examines if online engagement mediates the relationships between website stimuli of experience dimensions and brand advocacy.Design/methodology/approachA total of 183 valid online questionnaires were collected, from members of an online forum related to travel and leisure, to empirically test th
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Wilk, Violetta, Geoffrey Norman Soutar, and Paul Harrigan. "Online brand advocacy (OBA): the development of a multiple item scale." Journal of Product & Brand Management 29, no. 4 (2019): 415–29. http://dx.doi.org/10.1108/jpbm-10-2018-2090.

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Purpose Despite an increasing interest in online brand advocacy (OBA) and the importance of online brand conversations, OBA’s conceptualization, dimensionality and measurement are unclear, which has created confusion. This paper aims to answer calls from researchers and practitioners for a better understanding and measurement of OBA. The development and validation of a parsimonious and practical OBA scale is outlined in this paper. Design/methodology/approach A multi-methods, multi-stage approach was followed to develop a parsimonious OBA scale. From an initial pool of 96 items obtained from q
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Cavdar Aksoy, Nilsah, and Nihal Yazici. "Does justice affect brand advocacy? Online brand advocacy behaviors as a response to hotel customers’ justice perceptions." Journal of Retailing and Consumer Services 73 (July 2023): 103310. http://dx.doi.org/10.1016/j.jretconser.2023.103310.

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Suryanadi, Pram, and Aldwin Marciadi. "The role of brand engagement in self-concept toward brand love and brand advocacy." Sebelas Maret Business Review 5, no. 2 (2021): 64. http://dx.doi.org/10.20961/smbr.v5i2.44657.

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&lt;p&gt;This research examines the impact of relevance between brand engagement in self-concept, brand love, and confidence toward brand advocacy and moderation by involvement and subjective knowledge. The population of this research is a generation of millennials in Indonesia with an age range of 18 to 28 who have purchased and used Converse shoes with a minimum of 6 (six) months. Research samples were taken 220 respondents with purposive sampling techniques and primary data obtained from online questionnaires using LimeSurvey's website. The data obtained is tested using Smart PLS 3.2.8 soft
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Pourazad, Naser, Lara Stocchi, and Vipul Pare. "The power of brand passion in sports apparel brands." Journal of Product & Brand Management 29, no. 5 (2019): 547–68. http://dx.doi.org/10.1108/jpbm-12-2018-2164.

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Purpose The purpose of this study is to determine if brand passion shapes attitudinal brand loyalty while driving a series of important brand-related outcomes (i.e. brand advocacy, social media following, sense of community, willingness to pay a premium price and alternative devaluation). These aspects are explored for sports apparel brands after considering the perceptions of Iranian consumers. Design/methodology/approach This study is based on the analysis of survey data gathered online and face-to-face from a sample of Iranian consumers of sports apparel brands that were analysed using part
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Al Haddad, Hadeel B., Amjad H. Al-Amad, Sami AlSmadi, Khaled Qassem Hailat, Mohammad Hasan Galib, and Fadi A. T. Herzallah. "The Effect of Brand Heritage on Social Commerce Site Privacy Risk, Brand Equity, and Brand Advocacy." Journal of Electronic Commerce in Organizations 22, no. 1 (2024): 1–23. http://dx.doi.org/10.4018/jeco.349941.

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This study applies the Stimuli-Organism-Response (S-O-R) Theory to examine the impact of brand heritage of social commerce sites on consumers' perceived privacy risk, and the impact of this perceived risk on brand equity and brand advocacy. This study extends brand heritage research by exploring brand heritage in a new context (social commerce sites). To test the hypotheses, an online survey was conducted, and a total of 321 responses were collected from Amazon users in the US. The data were analyzed by using the Partial Least Squares-Structural Equation Modelling (PLS-SEM). Findings revealed
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Wong, Amy. "How social capital builds online brand advocacy in luxury social media brand communities." Journal of Retailing and Consumer Services 70 (January 2023): 103143. http://dx.doi.org/10.1016/j.jretconser.2022.103143.

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Akter, Salma, Noor Marjuk Khan Arko, and Taj Ashrafi. "Hooked by curiosity: The zeigarnik effect amplifying customer loyalty and brand advocacy through thumb-stopper advertisements." Turkish Journal of Marketing 9, no. 3 (2024): 66–82. http://dx.doi.org/10.30685/tujom.v9i3.196.

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This study rigorously examines the Zeigarnik Effect's impact on consumer loyalty and brand advocacy through Thumb Stopper Advertisements. Investigating Emotional Appeal, Attention and Engagement Metrics, Brand Messaging, Storytelling, Customer Loyalty, and Brand Advocacy reveal pivotal mechanisms driving these dynamics in digital advertising. Employing mixed methods encompassing quantitative and qualitative approaches, we engaged 303 participants through an online survey, unveiling insights into Thumb Stopper Ad interactions and the ensuing brand perceptions. A comprehensive understanding was
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Rabbanee, Fazlul K., Rajat Roy, and Mark T. Spence. "Factors affecting consumer engagement on online social networks: self-congruity, brand attachment, and self-extension tendency." European Journal of Marketing 54, no. 6 (2020): 1407–31. http://dx.doi.org/10.1108/ejm-03-2018-0221.

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Purpose This paper aims to examine a chain of relationships running from self-congruity with a brand – that can stem from the actual, ideal or social self – to brand attachment and from there to consumer engagement on social networking sites (SNS), specifically liking, sharing and commenting. It further advances self-extension tendency (SET) as a moderator affecting the self-congruity -&gt; brand attachment link. Design/methodology/approach Two studies were conducted to test four hypotheses. Study 1 (n = 282) engaged a self-administered survey with students at a large Australian university. St
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Laddha, Dr Seema, Shivraj Bhosale, Suryansh Singh, and Suhasini Ghosh. "Understanding Consumer Sentiments Of Selecting Organic Brands Of Fashion Apparel." International Journal of Environmental Sciences 11, no. 9s (2025): 855–61. https://doi.org/10.64252/g52m3758.

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The fashion apparel industry is deeply influenced by consumer sentiments, with emotions and perceptions shaping purchasing decisions and brand loyalty. As fashion brands increasingly leverage online platforms to engage with consumers, analyzing sentiments expressed in consumer reviews and social media discussions has become a crucial tool in understanding brand perception. This study employs sentiment analysis using qualitative analytical tools to analyze consumer sentiment through diagrammatic and graphical representations towards selected fashion apparel brands. This paper examines online co
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Nwabuzo, Eluemuno Ephraim, O. Anthony Odita, and Ajulu Peter Olannye. "Brand advocacy and customers loyalty of banks in Nigeria." Journal of Global Economics and Business 4, no. 14 (2023): 134–47. http://dx.doi.org/10.58934/jgeb.v4i14.235.

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The study examined the effects of brand advocacy on customer loyalty of selected banking industry in Delta State. The specific objectives are to, determine the effects of brand advocacy on customer loyalty of selected banks in Delta State and ascertain the effects of online customer reviews on customer loyalty of selected banks in Delta State. Cross-sectional survey research design was adopted for the study. A sample size of 237 respondents was selected from 5 deposit money banks in Asaba, Delta State. The stratified random sampling technique was used for the study. A structured questionnaire
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Lubis, Riska Azzura, and Rina Suthia Hayu. "The Effect of Digitalization and Social Media: Generation Z's Purchase Intentions for Somethinc Skincare Products in Indonesia." Indonesian Journal of Business and Entrepreneurship 11, no. 2 (2025): 430. https://doi.org/10.17358/ijbe.11.2.430.

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Background: Generation Z, as increasingly dominant consumers with unique shopping behavior characteristics, plays a vital role in the e-commerce market. Therefore, it is essential to evaluate how marketing factors such as brand image, brand credibility, brand advocacy, and electronic word of mouth (eWOM) influence their purchasing decisions, especially in skincare.Purpose: This study aims to analyze the Influence of brand image, brand credibility, brand advocacy, and electronic word of mouth (eWOM) on Generation Z's purchase intention for Somethinc skincare products in Indonesia.Design/methodo
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Kalyana, Azarine Nurfairuz. "The Role of Brand Authenticity, Brand Image, and Brand Love in Driving Repurchases and Advocacy of Indonesian Fashion Brands." Indonesian Journal of Business and Entrepreneurship 11, no. 2 (2025): 493. https://doi.org/10.17358/ijbe.11.2.493.

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Background: In this era of globalization, as brand competition intensifies in Indonesia, companies must explore strategies to become consumers' top choice. Strengthening branding efforts is one of the options for local fashion brands to enhance their competitive advantage. By concentrating on effective branding strategies, local brands can distinguish themselves and excel in a saturated market.Purpose: This study aims to investigate the influence of multidimensional brand authenticity constructs (quality commitment, heritage, and sincerity), multidimensional brand image constructs (mystery, se
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Jayasimha, K. R., Harish Chaudhary, and Anurag Chauhan. "Investigating consumer advocacy, community usefulness, and brand avoidance." Marketing Intelligence & Planning 35, no. 4 (2017): 488–509. http://dx.doi.org/10.1108/mip-09-2016-0175.

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Purpose The purpose of this paper is to examine the behavioral outcomes and effectiveness of organizational response to open complaints by consumers following a dissatisfactory service experience. Design/methodology/approach Three natural communities (WhatsApp groups) were used with reference to online food and grocery retailing. The respondents comprised community members sharing negative experiences on the group. A scenario implanted in a survey was used as the research approach. Findings Consumer advocacy, a form of complaining, is a way to help other community members. The relationship bet
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​Yu, Rongwei. "Customer Brand Attachment and Engagement Among Online Retail Customers in Beijing, China." Pacific International Journal 8, no. 2 (2025): 165–70. https://doi.org/10.55014/pij.v8i2.805.

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This study examines customer brand attachment and engagement among online retail customers in Beijing, China, using a quantitative comparative correlational design with 380 respondents. Findings reveal moderate brand attachment across emotional bonding, cognitive connection, and trust, with male and younger customers (25-45 years) showing stronger connections. Engagement levels were highest in social interaction but lowest in behavioral activation, indicating customers enjoy community participation but are less inclined toward frequent purchases or advocacy. Trust emerged as a key driver of co
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Rochefort, Thomas, and Zinhle Ndlovu. "Digital Marketing Strategies in Building Brand Awareness and Loyalty in the Online Era." Startupreneur Business Digital (SABDA Journal) 3, no. 2 (2024): 107–14. http://dx.doi.org/10.33050/sabda.v3i2.539.

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In today’s digital era, businesses are increasingly adopting digital marketing strategies to enhance brand awareness and foster customer loyalty. As online interactions grow, companies must adapt their marketing efforts to stay compet- itive and engage effectively with consumers. This research employs a mixed- method approach, using both qualitative and quantitative data from case studies of successful companies that have implemented digital marketing strategies. The study examines the role of social media, content marketing, and personalized communication in building brand awareness and loyal
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Cai, Songbo, Yaoping Liu, Sukhon Aduldecha, and Junaidi Junaidi. "Leveraging Customer Green Behavior Toward Green Marketing Mix and Electronic Word-of-Mouth." Sustainability 17, no. 6 (2025): 2360. https://doi.org/10.3390/su17062360.

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This study explores how the green marketing mix affects customer green brand trust, customer green buying behavior, and electronic word-of-mouth (eWOM). A total of 990 fast-food customers participated in this study. Structural equation modelling (SEM) and mediation analysis were applied to validate the research hypotheses. As customer demand for environmentally sustainable products grows, green marketing mix has a positive and significant effect on customer green brand trust. Furthermore, customer green brand trust also significantly influences customer green buying behavior and eWOM as a pred
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Pathak, Madhusudan. "The Impact of Social Media Marketing on Brand Loyalty and Customer Engagement." International Scientific Journal of Engineering and Management 04, no. 03 (2025): 1–7. https://doi.org/10.55041/isjem02531.

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Social media marketing has transformed how businesses interact with consumers, offering new opportunities for engagement, brand loyalty, and customer retention. This study examines the impact of social media marketing strategies on consumer behavior, focusing on elements such as platform selection, audience segmentation, influencer impact, content relevance, interactive communication, and brand credibility. Modern consumers are increasingly influenced by follower count, product reviews, and the quality of online content. Through an analysis of recent literature and case studies, this research
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Overton, Holly, Michail Vafeiadis, Pratiti Diddi, Christen Buckley, and Frank E. Dardis. "Examining the impact of corporate social advocacy (CSA) issue ownership and message content on authenticity perceptions and behavioral intentions." Corporate Communications: An International Journal 30, no. 7 (2025): 21–43. https://doi.org/10.1108/ccij-05-2024-0080.

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PurposeAs companies continue to engage in CSA, they continue to struggle with determining what issues they should speak out about and how they can create compelling messages that inspire action. Guided by arguments from issue ownership theory, this study examines CSA message content effects related to two different social-political issues on advocacy behavioral intentions, megaphoning, brand preference and purchase intention. Specifically, the level of advocacy in a CSA message is examined, as well as the manner in which the message is written (narrative vs informational). Furthermore, this st
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Satya, Mutia Tri, Willy Arafah, and Aam Bastaman. "The effect of digital marketing, digital branding and perceived service quality with customer engagement as intervening variables on brand advocacy on the digital platform of tourism village in Indonesia." JBFEM 6, no. 1 (2023): 29–46. http://dx.doi.org/10.32770/jbfem.vol629-46.

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The paper examines the effect of Digital Marketing, Digital Branding, Perceived Service Quality with Customer Engagement on Brand Advocacy on the Digital Platform for Tourism Villages in Indonesia. The research population is local tourists who visit several tourist places in sustainable tourism places, and the samples taken as many as 440 tourists. Data was collected by online and offline surveys with the distribution of self-administered questionnaires. The findings of the study are that digital marketing has a positive and significant influence on customer engagement. This can be used to inc
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Ari, Widiastuti, Masnita Yolanda, and Kurniawati. "Corporate Social Responsibility (CSR) On Social Media towards Brand Advocacy Behavior in the Banking Industry." International Journal of Social Science And Human Research 06, no. 07 (2023): 4290–301. https://doi.org/10.5281/zenodo.8173093.

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Corporate Social Responsibility (CSR) programs are considered crucial as they facilitate effective communication with customers and potential customers, while also fostering stronger bonds between customers and companies. This journal article investigates the impact of Corporate Social Responsibility (CSR) in Social Media on Brand Advocacy Behavior, mediated by Customer Engagement (CE), Customer Company Identification (CCI), and Brand Trust. The study involved a sample of 239 customers from 14 banks, comprising 4 banks in the KBMI 4 category and 10 banks in the KBMI 3 category, with account te
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Ragul, S., and Geeta Kesavaraj. "A Study on Evaluating the Impact of Social Media Analytics on Consumer Behaviour and Brand Loyalty." Shanlax International Journal of Management 12, no. 4 (2025): 47–51. https://doi.org/10.34293/management.v12i4.8708.

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This study explores the impact of Social Media Analytics (SMA) on consumer behaviour and brand loyalty. The research aims to assess how businesses leverage SMA to track engagement, sentiment, and demographic trends, ultimately influencing consumer attitudes and purchasing decisions. A mixed-method approach, incorporating quantitative surveys and qualitative secondary data analysis, was employed to examine these relationships. Key findings indicate a strong positive correlation between effective SMA use and increased consumer engagement, trust, and brand advocacy. Study finds that SMA’s influen
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Clara, Catharina, Sharen Fernanda Marvin, and Ega Leovani. "EXPLORING THE INFLUENCE OF BRAND PERCEPTION, CELEBRITY ADVOCACY, AND USER FEEDBACK ON SKINCARE PRODUCT PURCHASE CHOICES." Jurnal Keuangan dan Bisnis 22, no. 2 (2024): 177–94. https://doi.org/10.32524/jkb.v22i2.1252.

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This research aims to investigate how brand image, celebrity endorsements, and customer reviews on Instagram influence purchasing decisions specifically for facial brightening skincare products. The study targeted consumers with a history of purchasing facial brightening skincare items. Through purposive sampling, data were collected from 100 respondents using a questionnaire distributed via Google Forms. SPSS software was then utilized for multiple linear regression analysis to test the proposed hypotheses. The findings indicate that brand image, celebrity endorsements, and customer reviews a
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Alam, Syed Muhammad Waqar, Sohaib Uz Zaman, Syed Hasnain Alam, and Shaikh Muhammad Osama Ali. "Customer Experience and Satisfaction in Anti-Dandruff Shampoo Consumption: Standpoint of Customer Behavioral Outcomes." Asian Bulletin of Big Data Management 4, no. 4 (2024): 114–31. https://doi.org/10.62019/p70m9850.

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This study explores consumer behavior in Pakistan’s anti-dandruff shampoo market, focusing on system quality, service quality, and content quality as key determinants of customer satisfaction. The research examines how these factors influence brand advocacy and repurchase intention, offering insights into consumer loyalty in the fast-moving consumer goods (FMCG) sector. A quantitative research methodology was employed, utilizing a structured questionnaire-based survey distributed through online and offline channels. A cross-sectional research design was adopted, and data were analyzed using st
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Ndofor, Akwo Kelvin, Mbu Daniel Tambi, and Neba Neola Buwah. "Implications of Brand Awareness on Repeat Purchases in the Refined Palm Oil Sector in Cameroon." Business Perspective Review 7, no. 1 (2025): 32–43. https://doi.org/10.38157/bpr.v7i1.694.

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Purpose: In highly competitive commodity markets like Cameroon’s refined palm oil industry, brand awareness is often assumed to drive customer retention. However, empirical evidence remains inconclusive. This study investigates whether brand awareness significantly influences repeat purchases in such homogeneous markets, addressing a critical gap in the literature while offering practical insights for marketers. Methods: Using a quantitative cross-sectional design, data were collected via an online survey from 423 consumers, selected through convenience sampling. Brand awareness was measured t
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Keith, Allison. "The Power of Storytelling in Public Relations." Journal of Public Relations 2, no. 1 (2024): 50–61. http://dx.doi.org/10.47941/jpr.1698.

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Purpose: The general purpose of this study was to explore the power of storytelling in public relations.&#x0D; Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary
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Mutuzo, Anne. "Employee Advocacy Programs in Public Relations." Journal of Public Relations 3, no. 1 (2024): 14–26. http://dx.doi.org/10.47941/jpr.1772.

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Purpose: The general aim of the study was to determine how the implementation of employee advocacy programs influences the effectiveness of employee advocacy programs in the context of public relations.&#x0D; Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directo
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Dutta, Kirti, Kirti Sharma, and Terjani Goyal. "Customer’s digital advocacy: the impact of reviews and influencers in building trust for tourism and hospitality services." Worldwide Hospitality and Tourism Themes 13, no. 2 (2021): 260–74. http://dx.doi.org/10.1108/whatt-09-2020-0123.

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Purpose Marketers are focusing on the need for customer advocacy to influence other customers and drive consumption. The purpose of this paper is to explore whether online or digital advocacy influences customer decision-making related to the purchase of travel and tourism services. This paper will also identify the categories of influencers that stimulate purchase for travel and tourism. Influencers do want to know the kind of information customers are looking for. Design/methodology/approach This paper is based on a primary survey of travelers to understand their degree of dependence on onli
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Fatawu, Alhassan. "Effects of Customer Omnichannel Experience on Customer Behavioural Outcomes in Hospitality and Tourism Sector in Ghana." Journal of Social Responsibility,Tourism and Hospitality, no. 12 (November 30, 2021): 28–40. https://doi.org/10.55529/jsrth.12.28.40.

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This study explores the influence of customer omnichannel experience (COE) on brand love (BL), word of mouth (WOM), and customer repurchase intention (CRI), with a focus on the mediating role of brand love. The quantitative survey included 593 participants who had used hospitality and tourism services in Accra, Tarkoradi, Tema, Kumasi, and Tamale. To ensure a representative sample, stratified random sampling selected participants based on their recent hotel, travel agency, and tourism service experiences. A structured online and in-person questionnaire measured COE, BL, WOM, and CRI using Like
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Rahmani, Marsha Adilla, Mahir Pradana, and Arry Widodo. "Building Green Brand Advocacy: Examining the Effect of Green Brand Image and Green Perceived Value on Green Brand Evangelism through Green Trust Mediation." MARGINAL JOURNAL OF MANAGEMENT ACCOUNTING GENERAL FINANCE AND INTERNATIONAL ECONOMIC ISSUES 4, no. 3 (2025): 682–97. https://doi.org/10.55047/marginal.v4i3.1744.

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Environmental awareness has influenced consumer behavior, particularly in choosing eco-friendly products. The Body Shop, known for its commitment to sustainability, stands out for its Green Brand Image and Green Perceived Value. This study aims to examine the impact of green brand image and green perceived value on green brand evangelism, with green trust as a mediating variable. The SOR Theory is applied in this research, explaining how stimulus variables affect the organism, resulting in a response (green brand evangelism). The study targets The Body Shop consumers in Greater Bandung and use
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Wong, Amy, and Yu-Chen Hung. "Love the star, love the team? The spillover effect of athlete sub brand to team brand advocacy in online brand communities." Journal of Product & Brand Management, October 5, 2022. http://dx.doi.org/10.1108/jpbm-01-2022-3824.

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Purpose This paper aims to examine the antecedents of brand passion and brand community commitment, namely, self-congruity and athlete attraction, as well as their effects on online brand advocacy in online brand communities. Design/methodology/approach The sample comprises members of a Facebook football fan club brand community. An online survey measuring athlete-level factors, team-level factors and online brand advocacy provides data to test the conceptual framework using structural equation modeling with partial least squares (PLS-SEM). Findings The findings of this paper support the posit
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Pan, Yan-Rong, Alexa Min-Wei Loi, Eugene Cheng-Xi Aw, Shishi Kumar Piaralal, and Garry Wei-Han Tan. "Something about you fascinates me: how influencer characteristics trigger brand advocacy in influencer endorsement?" Journal of Systems and Information Technology, May 27, 2025. https://doi.org/10.1108/jsit-11-2024-0421.

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Purpose Influencers play a vital role in brand endorsement, and online brand advocacy can significantly improve consumers’ enthusiasm for brands. This study aims to identify the main factors that lead to online brand advocacy in influencer endorsement. Accordingly, a framework grounded in the attachment theory is proposed to elucidate how influencer empathy, interactivity and authenticity shape emotional brand attachment which leads to the four dimensions of online brand advocacy (brand defense, brand positivity, brand information sharing and virtual expression). Design/methodology/approach Da
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Aljarah, Ahmad, Dima Sawaftah, Blend Ibrahim, and Eva Lahuerta-Otero. "The differential impact of user- and firm-generated content on online brand advocacy: customer engagement and brand familiarity matter." European Journal of Innovation Management, November 23, 2022. http://dx.doi.org/10.1108/ejim-05-2022-0259.

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PurposeThe aim of this study is first, to investigate the relative effect of user-generated content (UGC) and firm-generated content (FGC) on online brand advocacy, and second, to examine the mediation effect of customer engagement and the moderation effect of brand familiarity in the relationship between UGC and FGC and online brand advocacy. The differential impact of UGC and FGC on consumer behavior has yet to receive sufficient academic attention among hospitality scholars.Design/methodology/approachBased on social learning theory, cognitive consistency theory and schema theory, this study
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Liao, Junyun, Jiawen Chen, Yanghong Hu, Raffaele Filieri, Xiaoliang Feng, and Wei Wang. "Perceived identity threat and brand advocacy responses to different types of brand-related attacks." Internet Research, September 10, 2024. http://dx.doi.org/10.1108/intr-05-2023-0352.

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PurposeUsers frequently target rival brands through direct criticism or indirect customer insults, yet the impact of such attacks on brand advocacy remains unexplored. The purpose of this study is to classify online attacks into brand-targeted attacks and consumer-targeted attacks and further investigate their differential impacts on brand advocacy and the underlying mechanism and a boundary condition of those impacts.Design/methodology/approachThree experimental studies using different types of brands (electronics, universities and sports footwear) are conducted to examine the effects of bran
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Kichwarajarukul, Kanyapak, Theeraya Mayakul, and Atthaves Borriraklert. "Advocacy Identifier Framework for Recognizing the Measurable Characters of Online Brand Advocate." Journal of Ecohumanism 3, no. 8 (2024). https://doi.org/10.62754/joe.v3i8.5532.

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The rise of digital technology has shifted marketing power from companies to customers, enabling them to express opinions, share experiences, and support brands on online platforms. This phenomenon, known as online brand advocacy, represents a powerful form of customer influence; however, the specific characteristics of advocacy behavior remain unclear, posing challenges for marketers aiming to identify and engage brand advocates effectively. This research seeks to establish a framework for recognizing measurable traits of online brand advocates, based on a systematic literature review identif
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