Abstract
ABSTRACT The complexities of online brand advocacy (OBA) were investigated using social exchange theory. Recognizing the need to understand better the psychological antecedents influencing OBA, this research examines the interaction of e-commerce website assistance, self-presentation, hedonic value, and OBA. Data was gathered from consumers of e-commerce websites (i.e. AliExpress, Rakuten, and Amazon). The multigroup analysis findings show that e-commerce website assistance, self-presentation, and hedonic value positively influence OBA. Moreover, the nexus between self-presentation and OBA was positively affected by the hedonic value. This paper aims to comprehensively understand the psychological and rational motivations driving OBA behaviors, contributing to the theoretical foundations of consumer behaviors in e-commerce domains. Findings are expected to provide valuable insights for marketers and academics, guiding strategies to foster positive consumer–brand relationships in the ever-changing landscapes of online commerce.
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