Abstract
Extant literature suggests that opinion leaders promote brand advocacy, an innovative tool for changing organizational culture. A few studies have explored the association between opinion leaders and brand advocacy but have not examined its antecedent and consequence in a single study. Given this gap and others discussed in the study, it has extended Two-Step Flow Model and developed a conceptual framework containing four direct, two mediating, and two moderating variables. The study has focused on the Facebook users of Pakistan as it is more popular than other social media. We non-randomly collected 431 samples based on a self-administered questionnaire adapted
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