WHAT TAKES CONSUMERS TO DEVELOP BRAND ADVOCACY ON FACEBOOK

Ana Raluca Chiosa and Bogdan Anastasiei
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Ana Raluca Chiosa: Alexandru Ioan Cuza University
Bogdan Anastasiei: Alexandru Ioan Cuza University

Network Intelligence Studies, 2018, issue 12, 131-140

Abstract: The role that social media is playing nowadays makes users' spreading electronic word-of-mouth much more easier. The present research aimed to determine the influence of brand attitude on brand advocacy. Previous research has shown that product performance, altruism (concern for helping others) and need for socila interactions are major antecedents of eWOM communication. A self-administrated questionnaire with a visual stimulus was used to collect data from 108 Romanian Facebook users. The results indicate that brand trust and brand tribalism are important antecedents of brand attitude. Online brand advocacy depends on the trust the consumers have on that brand and the status of members of their brand tribe, thus the ambassadors would promote the brand from their own initiative. Believing that a certain brand can help consumers improve their status in the community or society is a powerful factor that motivates online users to become brand advocates.

Keywords: Brand advocacy; Brand trust; Brand tribalism; Brand attitude; Negative word-of-mouth (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:cmj:networ:y:2018:i:12:p:131-140

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