Advocacy Intentions Research Articles

Fostering Employee Support for Corporate Social Advocacy (CSA) Through Dialogic Internal Communication and Transformational Leadership

ABSTRACT This study advocates an integrative, inside-out approach to Corporate Social Advocacy (CSA), emphasizing the development of robust internal support among employees. It identifies dialogic internal communication (focusing on mutuality and openness) and transformational leadership as key factors, examining their effects on enhancing employees’ advocacy intentions, supportive communication intentions toward the company (positive megaphoning), and trust. These factors were hypothesized to influence employee-related outcomes both directly and indirectly through employee-organization identification. A nationwide online survey with full-time employees was conducted. The findings indicate that dialogic internal communication strengthens employees’ organizational identification, advocacy intentions, positive megaphoning, and trust in the organization. Additionally, transformational leadership positively impacts organizational identification, positive megaphoning, and trust. A significant mediating role of enhanced employee-organization identification was observed. Dialogic communication demonstrated a more substantial impact than transformational leadership in fostering positive employee outcomes. Theoretical and practical implications were discussed.

Summoning food at the push of a button: the interplay of religiosity, involvement and commitment in post-adoption behaviors

Purpose This paper aims to examine desirable post-adoption outcomes related to food delivery apps using the involvement-commitment model (ICM) and the boundary of (Islamic) religiosity, which is an important facet of communities in many parts of the world today. Importantly, the study provides an in-depth understanding of the boundary role of religiosity in the links between involvement, commitment, resistance to negative information and advocacy intention in relation to food delivery app use. Design/methodology/approach Data collected from 498 respondents in Saudi Arabia was used to test the research hypothesized model. Findings The results from the partial least squares structural equation modeling technique lend credence to past research calling for the contextualization of theories, especially since this paper find religiosity to be an important boundary condition to the ICM in relation to food delivery apps in an Arab nation. Originality/value This paper focuses specifically on the ICM and the boundary of (Islamic) religiosity. The cardinal contribution of this study, therefore, lies in the contextualization of ICM within the Arab world concerning post-adoption behavior related to food delivery apps. To the best of the authors’ knowledge, this is likely the first study to do so in the marketing, hospitality and technology-based literatures.

A strategic approach to CEO activism: issue selection and communication of motives

ABSTRACT Despite the recent surge in CEO activism, studies on strategic communication and management approaches to CEO activism have been scarce. Drawing from issue maturity models and attribution theory, this study proposed two important factors for a strategic approach to CEO activism: strategic selection of activism issues and communication of motives. This study examined the impact of these factors on public responses. An online experiment was conducted using a randomized 2 (issue maturity: controversial vs. matured issue) x 2 (communication about motivation: society-serving vs. society- and firm-serving) full factorial design, drawing on samples of general consumers. The findings revealed that the more mature the activism topic, the greater the public trust in CEO activism and evaluation of CEO leadership. Proper communication of motives was found to mitigate, to some extent, the negative effects of CEO activism arising from controversial issues. The combination of mature issue selection and appropriate communication of motives had a positive effect on public trust and leadership evaluation, resulting in favorable outcomes such as brand loyalty, company-consumer identification, and advocacy intentions.

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.

The role of emotional solidarity–driven tourists’ nostalgia in shaping advocacy intentions

PurposeExamining emotional solidarity that drives tourists’ nostalgia has received significant attention, offering valuable insights that can aid in the selection of a travel destination. However, tourists’ nostalgia, along with its antecedents—perceived safety risk and emotional solidarity, has gained less attention within the setting of Pakistan. Therefore, this research has been carried out and validated a research framework using the stimulus-organism-response model to investigate the links between perceived safety risk, emotional solidarity—welcoming nature, emotional closeness, sympathetic understanding, perceived nostalgia, and destination advocacy intentions. In addition, this model employed destination attachment—place identity and place dependence—as a boundary condition on the relationships between emotional solidarity and advocacy intentions.Design/methodology/approachThis study collected 545 responses through two methods: offline distribution of print copies of the questionnaire and online surveys from domestic tourists who visited scenic destinations last year. Structural equation modeling (SEM) was performed using AMOS 26, and the PROCESS macro was conducted using IBM SPSS 28.FindingsThe findings highlighted that perceived safety risk negatively influences emotional solidarity—welcoming nature, emotional closeness, sympathetic understanding—, resulting in a positive effect on perceived nostalgia. Furthermore, tourists’ perceived nostalgia positively triggers advocacy intentions. The findings also confirmed the boundary conditions of destination attachment—place identity and place dependence—on the association between emotional solidarity and perceived nostalgia.Practical implicationsThree major practical implications of these findings: First, ensuring visitor safety with smart security measures, digital tools for quick response, and local community involvement. Second, highlighting local markets, art, and architecture to enrich cultural experiences and promote accessibility and diversity. Finally, using marketing to generate nostalgic experiences through local collaborations, professional storytelling, and engaging social media content to build emotional ties and curiosity.Originality/valueIn terms of originality, this is pioneering research intended at developing and validating the model in the context of Pakistani destinations. Furthermore, this marks the initial step in examining the proposed relationships between perceived safety risk and emotional solidarity in fostering tourists' perceived nostalgia, ultimately leading to a strong desire to advocate for the destination.

Fostering Asian American Emerging Adults’ Advocacy Against Anti-Black Racism Through Digital Storytelling

We tested whether a digital storytelling video on anti-Black racism could improve empathic reactions to anti-Black racism and decrease fear of Black individuals (FBI) among Asian American emerging adults, and whether these changes were associated with greater anti-racism advocacy intentions. Asian American emerging adults ( Mage = 19.92; N = 205) were randomly assigned to view either storytelling or informational online videos. Data was collected before and after viewing the videos. The changes in empathic reactions and fear were analyzed using polynomial regression with response surface analysis. Those who viewed the storytelling video significantly increased their empathy and this change was significantly associated with greater individual anti-racism advocacy (IndAdv) and institutional anti-racism advocacy (IntAdv). Reductions in fear were not associated with greater advocacy. The informational video did not improve empathy but did decrease fear, which was associated with greater IndAdv. Therefore, digital storytelling videos may be a useful tool to promote advocacy against anti-Black racism.

Unveiling the path to university students' advocacy intention: exploring the intriguing gender moderation

PurposeThis study introduces three variables related to brands that have the potential to enhance university students' advocacy intentions. The research explores how university brand identification, the perceived prestige of the university brand and the social benefits associated with the university brand impact students' advocacy intentions. Additionally, the study examines the moderating role of gender in these relationships.Design/methodology/approachCross-sectional surveys of 326 undergraduate students enrolled in a Spanish university, and structural equation modeling was used to test and validate the conceptual model.FindingsThe findings from the structural equation modeling indicate that university brand identification, perceived university brand prestige and university brand social benefits significantly influence students' advocacy intentions. Furthermore, the multigroup analysis reveals a gender difference in the factors influencing advocacy intentions. Female students demonstrate significance in all three antecedents, whereas male students only show significance in university brand identification and perceived university brand prestige.Practical implicationsThe current study's findings provide several insights for higher education institutions in developing enduring and committed relationships with their students.Originality/valueThis study offers relevant insights into the body of research on university branding, explaining the students' advocacy intentions through the variables of university brand identification, perceived university brand prestige and university brand social benefits. Also, this study is a novelty in introducing empirical evidence for the importance of the moderating role of students' gender.

Celebrity endorsers and social media influencers for leveraging consumer advocacy and relationship intentions – a multivariate mediation analysis

PurposeThe purpose of this study is to explore the comparative effects of mainstream celebrities and social media influencers on consumer advocacy and relationship intentions. The study also examines the direct and serial mediation effects on those relationships.Design/methodology/approachThe survey questionnaire was used to collect data from 718 respondents throughout Malaysia, with convenience and snowball sampling techniques employed. The data were analyzed based on the structural equation modeling (SEM) approach through the AMOS version 24. The PROCESS MACRO v-4.20 was applied to evaluate mediating effects in the model.FindingsThe results reveal that celebrity endorsers' involvement in social media significantly influences the uses of social media, which also impacts the attitudes and, subsequently, consumer relationship and advocacy intentions. The study found that mainstream celebrities and social media influencers effectively promote brands, and it discovered insignificant differences in their effects on the analyzed relationships.Research limitations/implicationsThis study has been conducted on consumers in Malaysia; it may have different effects on consumers in other countries.Practical implicationsBrand managers and policymakers may benefit from following the study's guidelines for making consumer relationship and advocacy intentions by celebrity endorsers and uses of social media.Social implicationsThe brand community can benefit from tightening their social bondage by sharing and managing crucial information from celebrities and using social media.Originality/valueThe study explores the effects of mainstream celebrities on consumer relationship and advocacy intentions using social media networks and managing consumer attitudes.

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.

Role of perceived benefits of online shopping festival in vietnam: Differences between millennials and generation Z

The marketing success of online shopping festivals (OSFs) has captured the attention of consumers. However, research on the effects of perceived benefits during OSFs is scarce. This study examines the effects of five perceived benefits on affective commitment to and advocacy for Vietnamese OSFs. Data were collected from young Vietnamese consumers (n = 245) through an online survey company. The collected data were analyzed using SPSS 26.0 for descriptive statistics, frequency analysis, and reliability analysis. AMOS 22.0 was used for confirmatory factor analysis and structural equation modeling analysis. The results show that high levels of price, product, recreational, and social benefits increase affective commitment, thus increasing consumers’ advocacy intentions for OSFs. Generational differences are also examined. Interestingly, the convenience benefit of OSFs is a positive factor that increases affective commitment only for Millennials. The recreational and social benefits of OSFs are determinants of affective commitment across generations. The findings enrich the literature on OSF participation in Southeast Asia.

Understanding approaches to social partnerships - investigating target audience reactions and non-profit managers’ business practice: a mixed-methods study

ABSTRACT If social partnerships can lead to favourable outcomes for not-for-profit organisations (NPOs), what steps are managers taking to achieve such outcomes? We address this question by conducting a mixed-methods study in a professional sports social partnership context in Australia. First, a survey with 4,193 sport team fans – a key target audience for NPOs was conducted to understand the impact of contextual factors (i.e. NPO reputation and perceived fit) on the consumer behaviour process, including donation, volunteer, and advocacy intentions for NPOs involved in a social partnership. Following the confirmation of favourable NPO outcomes, interviews with 11 NPO managers were conducted to explore the business practice inputs of their social partnerships. Interviews showed social partnerships were characterised by a power imbalance in favour of the sports organisation leading to a lack of co-creation of value. Further, despite an expressed intention to formalise the partnerships, formality waned as the partnership moved through the different partnership stages. Results across the two studies demonstrate the need for a more deliberate and strategic approach to social partnerships. Theoretically, we build on the limited work addressing the NPO perspective of social partnerships by adopting a dual stakeholder perspective.

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.

The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model

PurposeThis paper aims to examine the impact of brand self-congruence on brand advocacy. In addition, the roles of brand love and attachment are examined through a serial mediation model.Design/methodology/approachA total of 324 valid and useable responses collected from an Australian consumer panel were analysed through IBM SPSS. Underpinned by social identity theory and self-expansion theory, a set of hypotheses was examined in a research model.FindingsThe findings show that consumers' brand self-congruence positively impacts brand love, attachment and advocacy intention. Moreover, brand attachment and love mediate the relationship between brand self-congruence and advocacy.Practical implicationsThe findings of this research suggest that brand managers should cultivate emotions to build a strong consumer–brand relationship.Originality/valueThis research advances the current understanding of brand advocacy literature concerning brand self-congruence, love and attachment. The findings suggest that consumers' brand self-congruence, combined with brand love and attachment, will generate greater advocacy.

Does brand attachment protect consumer–brand relationships after brand misconduct in retail banking?

PurposeThis research aims to examine the role of consumers' brand trust and attachment on advocacy intention before and after the occurrence of brand misconduct in retail banking. In addition, the influence of brand attachment on consumers' willingness to switch, advocate for and forgive brands is examined in a post-misconduct scenario.Design/methodology/approachData were collected through a self-administered online survey questionnaire. A total of 304 valid and usable responses from Australian participants were analysed using IBM SPSS 27.0.FindingsThe findings reveal that brand attachment mediates the positive relationship between trust and advocacy intention. Furthermore, brand attachment (1) dilutes consumers' switching intention and (2) strengthens their willingness to forgive the bank after misconduct.Practical implicationsResults suggest that retail banks should create strong brand attachments with their consumers. In addition to brand trust, brand attachment will generate greater advocacy intention among consumers. Moreover, practitioners in retail banking can leverage brand attachment to mitigate the negative impact of brand misconduct.Originality/valueTo the best of the authors' knowledge, this study is the first to examine the impact of brand attachment on the consumer–bank relationship within the context of brand misconduct. The study is also unique in its analysis of the mediating role of brand attachment between brand trust and advocacy. This research further adds to the current literature by suggesting that strong and positive customer connections to the brand facilitate communication and marketing efforts after brand misconduct and that these are effective in maintaining consumer-bank relationship.

Responsible Tourism and Hospitality: The Intersection of Altruistic Values, Human Emotions, and Corporate Social Responsibility

The burgeoning tourism and hospitality industry is plagued by numerous challenges that pose significant hurdles to its long-term success and sustainability. These challenges encompass a range of factors, including fierce competitive convergence, rapid obsolescence of innovative strategies, and the relentless pursuit of ever-greater competitiveness in the marketplace. In such a service-oriented industry, where customer satisfaction is the sine qua non of success, the role of corporate social responsibility (CSR) in shaping consumer attitudes and behavior cannot be overstated. Despite this, the empirical evidence on the impact of CSR on brand advocacy behavior among hospitality consumers (BADB) remains somewhat underdeveloped and incomplete. In light of this knowledge gap, the basic objective of our study is to examine the complex interplay between CSR and BADB in the context of a developing country’s hospitality sector. The authors place a particular emphasis on the mediating role of consumer emotions and the moderating influence of altruistic values (ALVS) in shaping this relationship. Through rigorous empirical analysis, the authors demonstrate that CSR positively and significantly impacts BADB, with consumer engagement (CENG) serving as a crucial mediating variable that facilitates this relationship. These findings have significant theoretical and practical implications for the tourism and hospitality industry. Specifically, the authors show that the judicious deployment of CSR initiatives in a hospitality context can foster a positive behavioral psychology among consumers and, in turn, enhance their advocacy intentions towards the brand. This underscores the importance of carefully crafted CSR strategies to secure a competitive advantage in this dynamic and rapidly evolving sector.

Promoting customer advocacy in the ride-hailing sector: A generational cohort perspective

Background: Growth in the ride-hailing sector has contributed to intense competition among Transportation Network Companies (TNCs), with many new platforms entering the market and TNC brands aiming to achieve market dominance. In this turbulent business environment, advocacy presents a viable tool for attracting customers and maintaining market share.Aim: This research provides insight into the interrelationships between affective commitment, service quality, and perceived justice, their influence on advocacy in the ride-hailing sector, and the extent to which two viable generational cohorts (baby boomers and Generation Y), guided by different life perspectives, moderate the magnitude of the relationships established.Setting: A self-administered survey was conducted among ride-hailing customers of a specific TNC brand in South Africa.Method: The survey included previously validated measurement scales to assess the constructs of the study. The final sample comprised 150 baby boomers and 309 Generation Y individuals. Data analysis included multi-group structural equation modelling, bootstrapping, and the Wald test.Results: Affective commitment positively influences perceived justice and service quality, with customer advocacy intention as the end result. Generational cohorts moderated most of the direct effects and the indirect effect between perceived justice and customer advocacy intention through service quality.Conclusion: Overall, the study contributes to the conversation regarding affective states influencing cognition and provides a fresh perspective on the affect-cognition-behaviour relationship in a ride-hailing service context.Contribution: The study provides a fresh perspective on the affect-cognition-behaviour relationship within a ride-hailing service context and advances knowledge of customer advocacy in relation to TNC brands.

The potential role of descriptive and dynamic norms in promoting climate change advocacy

AbstractPolitical advocacy is arguably the most powerful form of action that citizens concerned about climate change can take. One motivator for political advocacy is the perception that there is a social norm (i.e. inherently understood social rules and standards that serve to guide social behaviors) for doing so. Using nationally representative survey data (N = 1303), we examined the association of three types of social norms—descriptive norms (i.e. perceptions about how many other people perform a behavior), retrospective and prospective dynamic norms (i.e. perceptions that a behavior has become more or less common in the past or will in the future)—with intentions to engage in political advocacy in the upcoming year and past advocacy. We found that descriptive norms and prospective dynamic norms were positively related to advocacy intentions, while only prospective dynamic norms were positively related to past advocacy (retrospective dynamic norms were negatively related to both outcomes, contrary to our theorized direction). Furthermore, we examined whether the relationship between norms and intentions/behaviors differed based on political party identification and four potential mediators of this relationship: identification with climate activists; collective efficacy (i.e. the belief that people can engage in climate advocacy and that it will make a difference); collective response efficacy (i.e. beliefs about the results of advocacy); and injunctive norms (i.e. perceptions of others’ approval of advocacy). In the moderated mediation models, we found that party identification moderated the relationships between descriptive norms and prospective dynamic norms and advocacy intention, while retrospective dynamic norms were not related as theorized. These relationships were mediated by identification with climate activists and collective efficacy as well as by injunctive norms in the case of descriptive norms. Party identification also moderated the relationship between descriptive norms and past advocacy; this relationship was mediated by identification with climate activists and injunctive norms. Taken together, these findings underscore the potential importance of perceived descriptive norms and prospective dynamic norms on political advocacy to address climate change, extending both well-established and emerging research and providing insights useful for academics and practitioners alike.

CSR communication and media channel choice in the hospitality and tourism industry

Despite extensive research on corporate engagement in corporate social responsibility (CSR), studies on CSR communication in the hospitality and tourism industry are scarce. Deepening this line of research is necessary to understand properly the real effects of CSR communication on consumers' attitudinal and behavioral responses to companies. In this paper, we test a causal model of CSR communication for this industry based on the hierarchy-of-effects framework. Based on attribution theory, we also explore whether media channel choice affects consumers' perceptions, attitudes, and behavioral intentions in the model. Performing an ANOVA test and multisampling structural equation modeling (SEM), we test our model of CSR communication with two samples that receive the same CSR information about a restaurant chain through a controlled media channel (i.e., corporate website) and a media channel that is uncontrolled by the company (i.e., online newspaper). We collected data from 226 and 240 participants, respectively. The findings suggest that the conceptual model is consistent across the two samples, although the media channel choice significantly affects the strength of several relationships in the model. While consumer–company identification is a stronger mediator in consumers' responses to the CSR message when read in the newspaper, trust is more important for consumers when they evaluate the corporate website. Nevertheless, both media channels report good business returns to the company in terms of consumers' purchase and advocacy intentions. These findings have relevant implications for hospitality and tourism companies, promoting the incorporation of both controlled and uncontrolled media channels into integrated marketing communication strategies.

Mobile money as a driver of digital financial inclusion

Meeting the mobile money needs of the less privileged in developing and emerging markets opens up enormous possibilities for banks and newly emerged financial-technology firms. Many consider mobile money services a separate domain within the banking and payment sector, different from its siblings: automated teller machines, net banking, point-of-sale banking, etc. This study was conducted to investigate how mobile money services act as a reliable driver of digital financial inclusion and to determine the role of mobile money agents in the transformation from the traditional services to mobile money services. This paper presents a conceptual model based on the stimulus-organism-response paradigm. We propose that the mobile money agent characteristics are the stimuli, that the mobile money customer is the organism, and that the response of the organism to the stimuli is continuous usage, which leads to financial inclusion in the developing country of Ghana. The continuous usage of mobile money services by customers encourages more engagement experiences and advocacy intentions. We provide empirical evidence suggesting that mobile money agent credibility and service quality stimulate customer empowerment. Furthermore, we argue that for the less financially empowered customer segment, mobile money agent credibility provides the needed impetus for the continuous usage of mobile money services.