Does justice affect brand advocacy? Online brand advocacy behaviors as a response to hotel customers’ justice perceptions

Nilsah Cavdar Aksoy and Nihal Yazici

Journal of Retailing and Consumer Services, 2023, vol. 73, issue C

Abstract: This study focuses on customers' information-sharing behavior in the context of online brand advocacy behavior regarding hotel brands. We aim to explain hotel customers' online brand advocacy behavior through three-sided justice evaluations (i.e., justice for employees, justice for the self, and global belief in a just world), and their hotel satisfaction. Hypotheses are tested by using survey data acquired from 688 individuals on Amazon's Mechanical Turk (MTurk) through partial least squares structural equation modeling (PLS-SEM). The findings show that customers' perceptions of justice for the self positively affect their hotel satisfaction, perceptions of justice for employees and the global belief in a just world positively affect online brand advocacy behavior, and hotel satisfaction also positively affects online brand advocacy behavior. We expand current research efforts on online brand advocacy research and provide theoretical and managerial implications for the development of marketing and management research and practice.

Keywords: Online brand advocacy; Justice for employees; Justice for the self; The global belief in a just world; Hotel satisfaction (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:73:y:2023:i:c:s0969698923000577

DOI: 10.1016/j.jretconser.2023.103310

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