Advocacy Behaviors Research Articles

Examining the link between CSR perceptions and employee advocacy through organizational justice: Can corporate hypocrisy mitigate?

AbstractThis research aims to understand the relationship between employees' perceptions of corporate social responsibility and employee advocacy behavior through organizational justice. Furthermore, it explores the moderating effect of corporate hypocrisy in the relationship of organizational justice with employee advocacy behavior. Grounded in signaling and cognitive inconsistency theories, the proposed hypotheses were tested on data collected from 360 employees from the hospitality sector. The study followed a time‐lagged approach. In phase 1, the data were collected for demographic variables, corporate social responsibility perceptions, and corporate hypocrisy. In the second phase, data were collected for organizational justice and employee advocacy behavior, using separate survey links. Smart PLS 4.0 was applied to test the relationships proposed in the research model. The study found that employees who positively perceive firms' corporate social responsibility will engage in advocacy behavior. The results suggest a significant mediating effect of procedural justice in the relationship between corporate social responsibility and employee advocacy behavior. However, the mediating effect of distributive justice in this relationship could not be established. Further, the study found evidence that corporate hypocrisy moderates the indirect relationship between corporate social responsibility perceptions and advocacy behavior via procedural justice. Also, to the best of our knowledge, literature has no empirical evidence of the moderating effect of corporate hypocrisy in the indirect association between the perception of corporate social responsibility and employee advocacy behavior via organizational justice. It provides several important implications for advancing theoretical knowledge and practical insights for hospitality industry practitioners.

Exploring the drivers of residents’ identification and green citizenship behavior in green cities: a multicountry study

PurposeThe fundamental mission of every green city is to harmonize urban living with environmental preservation. However, a critical challenge arises when the residents of such cities do not share the same level of environmental consciousness, potentially eroding the integrity of the green city’s brand identity. Hence, this study aims to explore the factors influencing residents’ identification with green city branding and assesses how this identification subsequently affects their green citizenship behaviors.Design/methodology/approachA survey of 1,217 residents from 15 green cities across six countries was conducted and analyzed using SPSS 28.0 for descriptive statistics and PLS-SEM for measurement and structural model analysis.FindingsThe results indicate that green city-self connection, green city distinctiveness and environmental benefits significantly impact GCRI, which, in turn, significantly influences green city protection, loyalty and advocacy behaviors. However, green city social and economic benefits did not affect resident identification.Practical implicationsThe results of this study provide valuable managerial insights for city brand managers, green city developers and governmental representatives. The study underscores the importance of considering residents as crucial internal stakeholders in the creation of a green city identity that effectively promotes sustainable urban living and an eco-friendly culture.Originality/valueThis study provides theoretical insights into the relationship between green identification and residents’ willingness and commitment to act as ambassadors and promote their city’s green values.

How do corporate social responsibility perceptions facilitate advocacy behavior? The roles of organizational pride and responsible leadership

As a voluntary behavior, employees’ advocacy can enhance organizations’ competitive advantage and reputation. Drawing on social identity theory, this study explores the mechanism of by which corporate social responsibility (CSR) perceptions influence employee advocacy behavior using a sample of 333 two-stage data. The results show that internal and external CSR perceptions have positive effects on employee advocacy behavior, organizational pride mediating the relationships between internal and external CSR perceptions and employee advocacy behavior. Responsible leadership strengthens the effects of internal and external CSR perceptions on organizational pride, as well as the indirect effects of organizational pride on the relationships between internal and external CSR perceptions and advocacy behavior. This study investigates how micro CSR affects advocacy behavior by introducing organizational pride and responsible leadership, thus advancing the micro CSR literature and providing directions for micro-level CSR research. The findings of this research provide guidance to managers by focusing on employee perceptions of CSR activities and organizational pride and by cultivating responsible leadership.

Empowering justice: female police officers’ perspectives on advocating for female victims in South Korea

ABSTRACT We conducted qualitative research in South Korea by interviewing female police officers to gain insight into the processes of female representation. The findings show that female officers generally accept representative roles for female victims. Still, such determination can manifest through various behaviours, which may not always translate into tangible law enforcement outcomes. Additionally, the male-dominant culture in police organizations may not directly affect female officers’ advocacy but may reduce their work morale, indirectly impacting their advocacy behaviour. We emphasize that the concept of active representation is not fixed, and various contextual factors can influence it.

Artificial intelligence misuse and concern for information privacy: New construct validation and future directions

AbstractTo address various business challenges, organisations are increasingly employing artificial intelligence (AI) to analyse vast amounts of data. One application involves consolidating diverse user data into unified profiles, aggregating consumer behaviours to accurately tailor marketing efforts. Although AI provides more convenience to consumers and more efficient and profitable marketing for organisations, the act of aggregating data into behavioural profiles for use in machine learning algorithms introduces significant privacy implications for users, including unforeseeable personal disclosure, outcomes biased against marginalised population groups and organisations' inability to fully remove data from AI systems on consumer request. Although these implementations of AI are rapidly altering the way consumers perceive information privacy, researchers have thus far lacked an accurate method for measuring consumers' privacy concerns related to AI. In this study, we aim to (1) validate a scale for measuring privacy concerns related to AI misuse (PC‐AIM) and (2) examine the effects that PC‐AIM has on nomologically related constructs under the APCO framework. We provide evidence demonstrating the validity of our newly developed scale. We also find that PC‐AIM significantly increases risk beliefs and personal privacy advocacy behaviour, while decreasing trusting beliefs. Trusting beliefs and risk beliefs do not significantly affect behaviour, which differs from prior privacy findings. We further discuss the implications of our work on both research and practice.

Exploring the Nexus of Assistance-Seeking Engagement in Travel Communities: Role of Destination Knowledge and Advocacy

ABSTRACT The current study examines the interactions between destination knowledge and advocacy behaviors that may drive assistance-seeking engagement with social media-based travel communities (SMTCs). This research is guided by a conceptual model emphasizing the mediating role of advocacy behavior among SMTC participants. The proposed model was tested on a sample of 208 young SMTCs’ members. Data was collected using a self-administered cross-sectional survey method, which helped collect data from 208 young SMTCs’ members. The proposed relationships are analyzed using partial least squares structural equation modeling (PLS-SEM). The findings support destination knowledge’s significant role in influencing individuals’ seeking assistance and advocacy behaviors; hence, they afford insights into consumers’ engagement with SMTCs. Further, the study guides tourism managers to utilize SMTCs to disseminate and advocate vital travel communication.

Destination advocacy behaviour of residents: examining the role of psychological ownership

PurposeThe purpose of this study is to investigate the impact of psychological ownership (PO) on residents’ destination advocacy (DA) behaviour in the context of emerging tourist destinations and to assess the role of attitude as a mediator in the relationship.Design/methodology/approachA quantitative methodology was used and primary data was collected via an online survey to a sample of 333 residents from emerging tourist destinations in India. This study used the partial least squares (PLS) method to test the hypotheses.FindingsThe results indicate that residents’ knowledge about their hometown positively influences PO which in turn affects DA behaviour. Furthermore, PO influences attitude which in turn significantly influences DA behaviour. Additionally, the findings reveal the mediating role of attitude between PO and residents’ advocacy behavioural outcomes.Research limitations/implicationsThis study advances the concept that residents are important stakeholders who can promote a destination. Local authorities should prioritise residents over tourists and incorporate their image, identity, personality, style and values into destination promotion. They can also improve destination services to boost residents' positive attitudes.Originality/valueThe uniqueness of the study lies in associating PO and outcome as DA behaviour. The model suggests that enhancing PO of their hometown among the residents can have significant advantages for tourism development.

The Effect of Brand Awareness and Brand Image on Customer Purchase Decisions and Customer Advocacy Behavior: A Study on Consumers of Kapal Api Coffee Brand

The evolution of marketing, from traditional approaches to Marketing 4.0, has shifted the focus towards consumer behavior and advocacy. In this digital era, consumer empowerment and the significance of peer recommendations have reshaped marketing strategies. This study aims to investigate the relationships between brand awareness, brand image, consumer purchasing decisions, and customer advocacy behavior, with a specific focus on Kapal Api coffee consumers. Customer Advocacy Behavior, defined as consumer recommendations strengthening a brand, gains prominence in Marketing 4.0. Distinct from influencers, brand heroes advocate based on positive brand experiences. The study aligns with the 5A model, emphasizing the role of customer advocacy after the purchase decision. The research adopts a descriptive survey approach, utilizing a quantitative design. The sample consists of 258 Kapal Api coffee consumers, and data is collected through online surveys. The study applies Structural Equation Modeling (SEM) for data analysis. The analysis reveals significant positive relationships between brand awareness, brand image, purchasing decisions, and customer advocacy behavior. The study highlights the pivotal role of brand awareness and image in shaping consumer decisions and influencing post-purchase advocacy behavior. In conclusion, the research contributes valuable insights into the dynamics of brand awareness, brand image, purchasing decisions, and customer advocacy behavior within the context of Kapal Api coffee consumers. The findings emphasize the importance of cultivating strong brand awareness and a positive brand image to enhance consumer engagement and advocacy.

The Influence of Souvenir Shopping and Destination Image on Digital Advocacy Behavior Through Tourist Satisfaction in Magetan District, Indonesia

Introduction: This research aims to analyze tourist behavior after visiting tourist destinations in the Magetan district, namely how satisfaction can encourage tourists to advocate for others through digital devices and social media. Theoritical Reference This research uses consumer behavior theory, the Theory of Reasoned Action (TRA), and the Theory of Planned Behavior (TPB) as grand theories. This research is quantitative research with a survey method. Research variables studied Souvenir Shopping, Destination Image, Tourist Satisfaction, and Digital Advocacy Behavior. Method: Research variables studied Souvenir Shopping, Destination Image, Tourist Satisfaction, and Digital Advocacy Behavior. The population is all visitors to tourist destinations in Magetan Regency, a sample of which was taken as many as 267. The research hypotheses are 5 direct influences and 2 mediating influence hypotheses. Data testing uses Path Analysis and Sobel Test. Results and discussion: The research results show that first, the Souvenir Shopping and Destination Image variables partially influence Tourist Satisfaction. Second, the variables Souvenir Shopping, Destination Image, and Tourist Satisfaction also partially influence Digital Advocacy Behavior. Third, the Tourist Satisfaction variable can mediate the influence of the Souvenir Shopping and Destination Image variables on Digital Advocacy Behavior. Conclusion: What can be concluded from this research is that both satisfaction and dissatisfaction with tourist visits, the experience of shopping for souvenirs, and the experience of enjoying tourist destinations can encourage tourists who have visited tourist destinations in the Magetan district to advocate for other people so they are willing to visit. Managers of tourist destinations in Magetan need to maintain and develop the image of tourist destinations by creating new concepts and maintaining the uniqueness and convenience of shopping for souvenirs so that publicity by tourists through Digital Advocacy always increases.

The effects of celebrity endorser on consumer advocacy behavior through the customization and entertainment intention – A multivariate analysis

Purpose The purpose of this study is to investigate the effects of celebrity endorsers on consumer advocacy, customization and entertainment intentions based on the notion of the stimulus–organism–response (SOR) framework. In addition, this study aims to examine the mediating and moderating role of customization and entertainment intentions on the proposed relationships. The authors also intend to highlight the comparative effects between male and female young social media consumers on those proposed associations. Design/methodology/approach In the pursuit of comprehensive and rigorous data collection, this study adopted a quantitative methodology using a meticulously crafted questionnaire. The questionnaire survey was conducted in major cities of Malaysia using the convenience and snowball sampling techniques. A total of 576 responses were collected, even though 549 retorts were used for data analysis. In this investigation, the authors strategically used covariance-based structural equation modeling through the use of AMOS v. 24 as the primary data analysis tool. Augmenting the analytical depth, the authors also conducted a supplementary bootstrap analysis. The additional layers of examination were crucial for appraising the mediating and moderating effects inherent within the model, in which the PROCESS MACRO v.4.20 was used. Findings The results of this study revealed the significant direct positive effects of celebrity endorsers on consumer customization, entertainment and advocacy intentions. Consumer customization and entertainment intentions also found significant direct affirmative effects on consumer advocacy intention, along with the significant direct positive effects of consumer entertainment intention on consumer customization intention. The results further revealed that consumer customization and entertainment intentions cannot mediate the relationship between celebrity endorsers and advocacy intention. The entertainment intention also declined the mediating effects between celebrity endorsers and consumer customization intention. On the contrary, consumer customization intention significantly and positively, and entertainment intention also significantly but negatively, moderate the association between celebrity endorsers and consumer advocacy intention. This study also illustrates that the effects of those examined relationships differ between male and female young social media consumers. Originality/value This study investigates the impact of celebrity endorsers on consumer behavior, focusing on their customization, entertainment and advocacy intentions. It extends current SOR framework, enhances source credibility theory, fills gaps in the literature on social media brand engagement and underscores the significance of customization and entertainment intentions. The findings provide insights for managers aiming to harness consumer brand advocacy through celebrity endorsers effectively.

Nurses' ethical responsibilities: Whistleblowing and advocacy in patient safety.

In the dynamic landscape of healthcare, nurses play a crucial role as ethical stewards, responsible for whistleblowing, nurse advocacy, and patient safety. Their duties involve ensuring patient well-being through ethical practices and advocacy initiatives. This study investigates the ethical responsibilities of nurses regarding whistleblowing and advocacy in reporting concerns about patient safety. A cross-sectional study utilized cluster and simple random sampling to gather a representative sample of actively practicing registered nurses. Data collection involved a demographic form, Nurse Whistleblowing Intentions Scale, Nursing Advocacy Scale, and Clinical Decision-Making Scale. The study utilizing a robust sample size determination formula for reliable findings included 96 diverse nurses, predominantly females. Engaged actively in direct patient care across various outpatients clinics. The recruitment process specifically sought individuals with expertise in safety protocols and reporting, contributing to a nuanced understanding of the study's focus. Ethical approval was obtained from the ethics committee of the university and the hospitals involved. Written consent was obtained from the participants. A thorough ethical review was conducted to guarantee participant protection and adherence to ethical principles. Surveyed nurses demonstrated positive whistleblowing (Overall Mean Score: 3.58), high advocacy (Overall Mean Score: 12.2), and nuanced ethical decision-making for patient safety (Overall Mean Score: 15.78). Demographic factors, such as nationality and ethical training, significantly impacted whistleblowing intentions, while age, gender, and ethical training correlated with nursing advocacy behavior. Associations with experience and qualification emerged in ethical decision-making. The gained insights foster targeted interventions, improving ethical practices, advocacy, and informed decision-making in nursing. This study explores the intricate link between demographics and ethical considerations among surveyed nurses, acting as a catalyst for ongoing initiatives to strengthen the ethical foundation in healthcare sector.

The solutions to improve CSR activities for Vietnam enterprises: Evidence from Ho Chi Minh City Power Corporation (EVNHCMC)

CSR activities are very important not only to generate stakeholder attitudes and behaviors but also, over the long run, to build corporate/brand image, strengthen stakeholder–company relationships, and enhance stakeholders’ advocacy behaviors for the enterprises. By analyzing the company’s current situation, managerial implementations are proposed, including in terms of CSR activities improvement via Website quality such as Customer-centric website design, Efficient current website management, regular updating of the latest information, Social network, and Customer centricity solutions by Customer Support Service Level Agreement (SLA), Organizing seminars, reality shows, expert’s advice in the electricity industry to raise customer awareness, customer responsibility in saving energy for sustainable development.

Beyond self‐interest: how altruistic values and human emotions drive brand advocacy in hospitality consumers through corporate social responsibility

AbstractTourism and hospitality are at a critical crossroads that offer great economic potential but also pose significant challenges, including market complexity and intense competition. Recognizing consumers' pivotal role in achieving service excellence, this study emphasizes the importance to understand how corporate social responsibility (CSR) shapes their behavior, especially concerning brand advocacy behavior (BADB), a critical factor of service excellence. As a primary objective, this study seeks to bridge the existing literature gap on the relationship between CSR and BADB in the hospitality context of a developing country. Furthermore, the research expands its focus on how consumers' emotions and values mediate and moderate their BADB. This includes an examination of two mediating variables: brand admiration (BAD) and consumers' engagement (CENG), and altruistic values (ALVS) as a potential moderator. Through comprehensive data collection via a self‐administered questionnaire from hospitality consumers and the subsequent structural model analysis, the research provides compelling evidence that CSR positively influences BADB. Also, BAD and CENG are established as mediators, and ALVS is confirmed as a moderating factor. The practical implications are far‐reaching, suggesting that CSR efforts in the hospitality sector can significantly shape positive consumer psychology and bolster their advocacy intentions. These findings are vital for decision‐makers and practitioners seeking to improve their consumer engagement strategies and establish a competitive advantage. Further, this study illuminates a path towards a more sustainable and consumer‐centric approach in the hospitality industry.

From screen to service: how corporate social responsibility messages on social media shape hotel consumer advocacy

ABSTRACT This research attempts to investigate corporate social responsibility (CSR) and consumers’ advocacy behavior (CAB) association in the hotel services sector of a developing economy. Furthermore, this study explores how hotel consumers’ emotions and values mediate and moderate their CAB. This is accomplished by introducing two mediating variables, consumer happiness and warm glow, and altruistic values as a moderator. The data were obtained from hotel consumers with the help of an adapted questionnaire. The structural analysis indicated that CSR communication on social media by hotel services organizations positively predicted CAB, while consumer happiness and warm glow served as mediators to explain this relationship. Our results also confirmed the moderating effect of altruistic values. Several theoretical and practical implications can be drawn from this study. For example, our study highlights the important role of social media as an effective medium to communicate CSR-related information with hotel consumers to bolster their advocacy intentions.

Does integrated store service quality explain omnichannel shoppers' online brand advocacy behaviors?: role of memorable shopping experiences, store attachment, and relationship strength

PurposeThe online brand advocacy behaviors of omnichannel shoppers, who mainly rely on integrated brick-and-mortar stores (recognized as a vital channel for delivering a seamless shopping experience and meeting the dynamic needs of the shoppers), are still understudied. This study aims to investigate how integrated store service quality (ISSQ) may elicit both positive and negative emotions that contribute to a memorable omnichannel shopping experience and have an impact on shoppers' attachment to the store, leading to their exhibition of online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression).Design/methodology/approachThe study is a cross-sectional, descriptive and quantitative investigation. The research participants were chosen using a purposive sampling technique. Using a validated self-administered questionnaire, data were gathered from 886 Indian omnichannel shoppers who often purchase at the integrated brick-and-mortar store. The proposed conceptual model was tested using Smart PLS software for partial least squares-structural equation modeling.FindingsThe results indicate that positive and negative emotions mediate the relationship between ISSQ and memorable omnichannel shopping experiences, subsequently impacting omnichannel shoppers' attachment to the store and leading to online brand advocacy behaviors. The relationship strength perceived by shoppers significantly positively moderated the relationship between store attachment and different online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression).Research limitations/implicationsThe study relied upon single cross-sectional data from the Indian population, where omnichannel retailing is still nascent.Originality/valueThis study addresses the need to investigate the different emotions that arise while evaluating service quality in omnichannel retail purchase journeys leading to memorable shopping experiences. Emphasizing post-purchase behaviors like different online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression), this study is the first to show that ISSQ might affect four different OBAs through memorable omnichannel shopping experience and the shopper's sense of attachment to the store. The moderating effect of relationship strength perceived by shoppers with the retailer on a few proposed hypotheses was also tested to give managerial recommendations.

Online brand advocacy for destinations: The role of destination management, experience, and satisfaction

People nowadays travel to a destination and then become a source of information about that destination. This study concentrated on the information-sharing behavior of individuals regarding destinations within the context of online brand advocacy. This study aims to investigate online brand advocacy behavior and provide an explanation for it using individual assessments of destination management, brand experience, and satisfaction. Using Amazon's Mechanical Turk, 657 participants were contacted online. Using partial least squares-structural equation modeling, the data were analyzed. The effects of destination management, destination brand experience, and destination satisfaction on online brand advocacy were empirically validated by the findings. The findings have significant implications for destination managers seeking to develop strong destination identities, as well as for tourism research, as they provide a novel method for examining destination branding.

Social ripple: Unraveling the impact of customer relationship management via social media on consumer emotions and behavior

Traditional customer relationship management models are ineffective for creating long-term relationships, but social media offers a more interactive approach. Despite the growing use of social media for corporate social responsibility (CSR), understanding of its link with the advocacy behavior of customers in banking contexts is limited. Our study bridges this gap, examining this relationship with the customer emotions of gratitude and warm glow considered as mediators. Data from bank customers revealed there was a significant correlation between CSR-related information and the advocacy behavior of customers, with gratitude and warm glow mediating this relationship. From a social behavior and personality perspective, our research illuminates the significant role of human emotions in the interaction between banking organizations and customers. Our findings will help banks seeking to foster a competitive advantage by improving the advocacy behavior of customers in the context of CSR.

Drivers of Customers Advocacy in Support of Subscription-based Digital Entertainment Services (NETFLIX)

Subscription business models are increasingly gaining attention in recent year, especially entertainment services such as music subscription, streaming TV/movies and video games. One of the service platform that comes to mind is Netflix, a subscription-based video streaming service. Video on demand streaming service currently competing each other quite aggresively where these provider competing by providing different series that exclusively only available on their services or with different versatile pricing package in hope to attract new subscribers while retaining it’s existing subscribers. This call for new strategy for Netflix to maintain it’s position in competition. This research examines the relationship between customer empowerment values and customer advocacy in relation to a digital platform subscription-based consumption. A quantitative approach was employed by conducting a survey of 110 user of Netflix in Indonesia. Data collected was subsequently analyzed using partial least squares structural equation modeling (PLS-SEM) in order to test the formulated hypothesis. The research resulted in an understanding that value-for-choice, value-for-knowledge and value-for-involvement are significant predictors of customer advocacy of the platform. The findings suggest that Customer advocacy is primarily influenced by the level of product choice and convenience also reliable information and privacy security also constitute important elements for providers to deliver in order to promote advocacy behavior from customers using the platform.

Psychology in action: Social media communication, CSR, and consumer behavior management in banking.

In today's digitally interconnected world, social media emerges as a powerful tool, offering different opportunities for modern businesses. Not only do organizations use social media for marketing purposes, but they also endeavor to influence consumer psychology and behavior. Although prior studies indicate social media's efficacy in disseminating corporate social responsibility (CSR) communications, there remains a dearth of research addressing the impact of CSR-related messaging from banks on consumers' brand advocacy behavior (CBAB). Our study seeks to bridge this gap, exploring the CSR-CBAB relationship within the banking sector of an emerging economy. Additionally, we investigate the roles of consumers' emotions and values in mediating and moderating their CBAB, introducing two mediating factors, consumer happiness (HP) and admiration (BRAD), and moderating variable altruistic values (ATVL). Data collection involved an adapted questionnaire targeting banking consumers. The structural analysis revealed a positive correlation between a bank's CSR-related social media communications and CBAB. HP and BRAD were identified as mediators in this relationship, while ATVL emerged as a moderator. These findings hold significant theoretical and practical implications. For instance, our research highlights the indispensable role of social media in effectively conveying CSR-related information to banking consumers, subsequently enhancing their advocacy intentions.

Intrinsic need satisfaction, emotional attachment, and value co-creation behaviors of seniors in using modified mobile government

Although mobile-government-for-elders has the advantages of improving social equity, narrowing the digital divide, and reducing service costs, most previous studies on mobile government (m-government) have ignored the elderly. Meanwhile, most previous studies on the elderly regard them as silent users. Furthermore, the antecedents of seniors using the modified m-government for value co-creation have been poorly investigated. To bridge this literature gap, we developed a model based on the self-regulation framework. This model examined the impacts of intrinsic need satisfaction on value co-creation behaviors during seniors' use of mobile-government-for-elders. We surveyed 415 elderly users who used mobile-government-for-elders. The results showed that seniors' intrinsic need satisfaction (autonomy, competence, and relatedness) positively influenced emotional attachment to modified m-government. Emotional attachment positively influenced seniors' value co-creation behaviors (feedback, advocacy, and information sharing) on modified m-government. In addition, trust in government positively moderated the relationship between emotional attachment and feedback behavior, emotional attachment and advocacy behavior, and emotional attachment and information-sharing behavior. Our findings can help managers and developers of mobile-government-for-elders take appropriate strategies to improve the value co-creation behaviors of elderly users.