Potential effects of customer-brand identification and self-representation on Aliexpress advocacy: a comparative study

Abstract

Purpose Drawing on social identity theory (SIT), the current research highlights the sequential mediation effects of customer interaction, functional value and hedonic value in linking customer-brand identification and self-representation with online brand advocacy (OBA). Design/methodology/approach Data were gathered from 483 Egyptian and 595 non-Egyptian Aliexpress shopping platform customers, then analyzed using SmartPLS 4. Findings The multigroup analysis findings revealed that customer interaction and functional/hedonic values sequentially mediated the linkages of customer-brand identification and self-presentation with OBA for Egyptian and non-Egyptian user groups. Originality/value The novelty of this study is that it tested and validated customer interaction with the Aliexpress service scale, allowing for reflection on the interactive nature of this platform between Egyptian and non-Egyptian customers. SIT also lends credence to the idea that self-presentation mediates the effect of customer-brand identification on Aliexpress’s OBA, potentially shedding new light on this understudied dimension using a theoretical framework.