Brand Advocates Research Articles

A Meta-Analytic Structural Equation Modelling (MASEM) Approach Toward Scrutinizing the Influence of Brand Equity Antecedents on Brand Advocacy

Brand equity antecedents are essential in the creation and development of brand advocacy strategies and implementation tactics that transform conventional customers into active brand advocates. Yet, the association incorporating these two concepts is less studied. This research aims to bridge such a gap by combining these two approaches to explore the most influential antecedents of brand equity for incentivizing brand advocacy within technological platforms. The proposed model was assessed using Meta-Analytic Structural Equation Modeling (MASEM). The study featured 68 empirical studies with 183 correlations derived from 15 hypothetical ‎relationships and a combined sample of 24,585 respondents. The findings authenticate the significance of all the relationships among BE antecedents proposed in this study. Moreover, the findings reveal that brand awareness can be linked with brand advocacy via the intervention and mediating role of brand image. Additionally, the outcomes of the study highlight that brand image has a greater overall influence than brand loyalty on brand advocacy.

The Effect of Product Quality, Brand Image, and Customer Satisfaction On Customer Loyalty (As Study On Ultra Milk Consumers In Jakarta)

In today's increasingly competitive business environment, building and maintaining customer loyalty has become a key determining factor in an organization's success and profitability. Customer loyalty generates recurring revenue through repeat purchases and serves as a brand advocate, driving organic growth by attracting new customers. However, cultivating customer loyalty requires a strategic and holistic approach, which includes product quality, brand image, and customer satisfaction. This research empirically explores the impact of product quality characteristics, brand image, and customer satisfaction on Ultra Milk customer loyalty in the Jakarta area. This study uses a quantitative approach to determine the causal relationship between these factors. The data was collected by distributing questionnaires to 100 active Ultra Milk consumers in Jakarta. SPSS 29 software is used for data analysis, specifically multiple linear regression. The findings of this study aim to contribute to a theoretical understanding of the factors that affect consumer loyalty in the dairy industry. Practically, the findings of this study are expected to be the foundation for Ultra Milk companies to develop more effective marketing strategies to increase and maintain customer loyalty. The recommendations given will focus mainly on statistically significant variables in influencing customer loyalty.

Music and city branding: Auckland as a ‘City of Music’

AbstractWe examine Auckland's ‘City of Music’ (ACM) place branding initiative, outlining its aspirations, and gauging its contribution to the vitality of Auckland's underlying music scene. We draw on documentary evidence, media reports, first‐hand observations, and a series of interviews with brand advocates and music insiders. The paper highlights tensions between the ‘City of Music’ brand and the understandings of those whose work, identities, daily lives and lived spaces are appropriated to give it substance. We conclude that ACM has injected resources into the Auckland music ‘scene’ but fails to represent faithfully its vitality and complex ecology.

أثر التسويق الخفي بأبعاده على التزام العميل بالتطبيق على عملاء شركة المراعي بالسعودية: دراسة حالة

This study aims to identify the extent of the impact of stealth marketing in its dimensions (viral marketing, deceptive marketing, brand advocates, celebrity endorsements) through its modern techniques on the development of customer commitment in its dimensions (emotional, continuance, normative) with an application to Almarai customers in Saudi Arabia. The study followed a descriptive approach using the survey method. Among the most important results of the study was the acceptance of the first hypothesis, which states that there is a statistically significant effect at a significance level of (0.05) of stealth marketing in its dimensions on the emotional commitment of Almarai customers in Saudi Arabia. The second hypothesis was also accepted, stating that there is a statistically significant effect at a significance level of (0.05) of stealth marketing in its dimensions on the continuance commitment of Almarai customers in Saudi Arabia. Additionally, the third hypothesis was accepted, indicating a statistically significant effect at a significance level of (0.05) of stealth marketing in its dimensions on the normative commitment of Almarai customers in Saudi Arabia. The study recommended directing the marketing efforts of companies to benefit from the advantages of each technique of stealth marketing and to avoid the drawbacks of these techniques in a way that contributes to achieving the marketing goals of companies. It is also necessary to enhance the positive aspects that stealth marketing includes by avoiding deception and exaggeration in presenting the advertising message through companies using over-the-top marketing techniques. Furthermore, it is essential to consider the ethical aspects, customs, and traditions of our societies that may not align with some of these techniques, as well as to determine which are more effective in achieving marketing activity goals. The design of the advertising message and the selection of the appropriate technique for presenting it should consider the cultural levels of the targeted customers and the level of marketing awareness that the customer has reached. This can be achieved through proactive measures to determine this, in addition to identifying customer preferences and desires.

The Role of the Spotify Wrapped Digital Campaign on Spotify Brand Advocacy on Social Media Instagram, Twitter (X), and Tiktok

This research aims to determine the contribution of the Spotify Wrapped digital campaign to Spotify brand advocacy on social media (Instagram, Twitter (X), and Tiktok) and determine the participation of Spotify users in become an active brand advocates through the Spotify Wrapped digital campaign. The hypothesis of this research is that there is a positive and significant relationship between user participation in the Spotify Wrapped digital campaign and the level of Spotify brand advocacy on social media (Instagram, Twitter (X), and Tiktok). This research method is descriptive quantitative. The population is 574 million and the sample is 100 which is calculated using the Slovin formula. The sampling technique in this research used a simple random sampling technique. The results of this study show that the Pearson correlation test value is 0.822 with a significance of 0.00. This value can be interpreted that the Spotify Wrapped digital campaign has a positive relationship with Spotify's brand advocacy on social media (Instagram, Twitter (X), and Tiktok). From the simple linear regression analysis, a value of 0.00 is obtained, H1 is accepted, namely that there is a positive and significant relationship between user participation in the Spotify Wrapped digital campaign and the level of Spotify brand advocacy on social media (Instagram, Twitter (X), and Tiktok). Based on these results, the more users are involved in the Spotify Wrapped digital campaign, the higher the level of support and promotion of the Spotify brand on social media platforms (Instagram, X, TikTok), and the greater the possibility of them becoming active brand advocates for Spotify.Keywords: Digital Campaign, Brand Advocacy, Spotify Wrapped, Social Media

Transformative advertising: well-being Instagram messaging

PurposeThe purpose of this study is to examine well-being messaging on Instagram to understand what constitutes transformative social media advertising with potential to enhance consumer lives and create change at a community and societal level.Design/methodology/approachA novel-phased approach using transformative advertising research and positive psychology is adopted for an in-depth examination of Lululemon, a well-being brand advocate. The study combines secondary case data, analysis of brand messaging on Instagram, interviews with brand followers, and six months of Instagram posts consumer responses.FindingsFour themes – inspiring personal journeys and potential, encouraging mindfulness and gratitude, supporting connection and community and advancing diversity and equity – are used to develop a typology of well-being advertising message elements on Instagram.Originality/valueThis study contributes to the call for research on transformative advertising by establishing that Instagram is a powerful platform for well-being messages, particularly from brands committed to social issues. Practical implications for brands and avenues for future research are provided.

Impact Study on Brand Personality on Consumers' Loyalty towards Dairy Goods

Brand loyalty means people stick with certain brands over time. True brand loyalty means someone sticks with a brand even if other options are available or it's not the most convenient choice. We explore how brand loyalty influences consumer behavior and organizational success, recognizing loyal customers as crucial brand advocates. Leveraging insights from previous studies, we aim to understand the relationship between brand personality and brand loyalty, particularly focusing on AMUL milk products consumers in Coimbatore. Through in-person interviews and a carefully designed questionnaire, we collected data to analyze using multiple linear regression analysis. Our findings highlight the significant impact of brand personality traits such as being down-to-earth, responsible, active, innovative, bold, and simple on brand loyalty among AMUL consumers. These insights provide valuable guidance for marketers in developing strategies to enhance brand loyalty and gain a competitive edge in the market. By emphasizing these key personality traits in advertising efforts, companies like AMUL can cultivate lasting relationships with consumers and drive brand loyalty, ultimately contributing to sustained success in the marketplace.

How to go from storytelling to fact telling and still sell products, ideas and hope

We exist now in what can sometimes feel like an alternative universe, where fake news headlines go viral, algorithmic bias targets us with content that is popular and engaging but not necessarily trustworthy, chatbots are powered by artificial intelligence and deepfake video technology runs amok. The global rise of misinformation and the decline of consumer trust in both government and media have coincided with technological advances and tarnished demand for brand strategists’ old tricks. One of these is storytelling. Now, if you are a brand that is being even a little disingenuous with your communications today, then to some you may as well be a bald-faced liar. Instead, regardless of the industry, whether B2B or consumer, brands today should be in the business of fact telling. At stake are a business’ reputation, customer loyalty and the bottom line. Furthermore, it is up to us to help ensure that the information environment does not deteriorate further on our watch. The most exciting thing a brand can do today is to be audaciously authentic. But have we forgotten how to be? Moreover, can we tell the truth and still get consumers to add our products to their shopping carts, become brand advocates and loyalists and even learn to trust again? Within, we outline a framework for brands to meaningfully differentiate with truth telling.

Pengaruh Brand Ambassador “Tasya Farasya” Dan Brand Trust Terhadap Minat Beli Avoskin Di Aplikasi Instagram Pada Mahasiswa

The cosmetics industry is expanding extremely quickly, and in Karawang Regency, fans andconsumers of cosmetics bearing the Avoskin brand have started to rise sharply. The goal ofthis study was to evaluate and quantify the impact of Tasya Farasya as a brand ambassadorand consumer interest in purchasing cosmetics bearing the Avoskin brand. The research isquantitative in nature. The quantitative approach method is the one used. The authors usedGoogle Forms to disseminate online surveys as part of the data gathering procedure. 96samples were utilized in the analysis. The analysis employed descriptive analysis withmultiple regression using SPSS version 21. The sampling approach used non-probabilitysampling technique. Brand ambassadors have a good and substantial impact on purchaseintention, according to the study's findings. Purchase intention is positively and significantlyimpacted by brand trust. Purchase intentions are simultaneously influenced by brand trustand brand advocates.

Content Designing An Engaging Medium In Social Media Marketing

Social media marketing is the use of social media platforms and websites to promote a product or service. Social media marketing is becoming more popular for both practitioners and researchers. Content creation is the foundation of all modern digital marketing efforts. It's defined as the process of conducting research, generating strategic ideas, crafting those ideas into high-value collateral and then promoting to a target audience.
 Social media marketing is an important way for businesses of all sizes to reach customers. The customers are already interacting with brands through Social media that can bring remarkable success to the business. This has created devoted brand advocates and driving leads for better sales.
 Challenges of social media marketing like customer satisfaction, communication, reducing rumours, negative talk etc., helps in understanding the online marketing and helps in building strategies to avoid the problems of social media.
 This study focuses at how communication, cost and customer awareness, brand name influences e- business using social media as a marketing tool. This study provides important insights on which areas company owners and managers needed to look into more effective lyin order to prove business growth. However, if the business has a real Social Media Marketing strategy, it will be able to identify the ability to monitor public perception of its brand, products and services in real time. The importance of this study is: - Content designing in social media marketing.
 Content marketing leads customers to more informative and engaging mediums. Content creation is the ultimate inbound marketing practice. When a content is created, then it’s providing free and useful information to the customers, attracting potential customers through website, and retaining existing customers through quality engagement
 Content marketing is important because it answers customer’s questions and helps customers to Build trust, develops relationship, improve conversions, and generate leads. In the present day Customers expect high-quality, consistent content from their favorite brand.
 The methodology adopted will be Descriptive research and Convenience Sampling technique is followed.

The Role of Brand Commitment and Open Innovation in the Retail Sector

The establishment and maintenance of effective businesses are predicated on solid employee-client interactions. Because of the typical intricacy of the service component in retail environments, it may be particularly challenging for retailers to build such partnerships. Companies should make sure their employees act in a way that aligns with the corporate brand promise so they can have more invested brand advocates. Having a presence in international markets makes this problem even more challenging for organizations. This study aims to determine how committed front-line employees (FLEs) are to the company brand and how often they engage in branding while on the job. The study also delves into how FLEs' perceptions of the corporate brand identity and their roles within the business affect commitment. The research participants were workers at Bata Pakistan retailer with a sizable foothold in the Pakistani market. According to the results, brand commitment significantly and positively affects FLE brand-oriented conduct in the examined retail context. To be more precise, brand commitment influences in a positive way the congruence between brand identity and role clarity, FLE brand behavior, and job satisfaction. This research sheds light on how employee brand behavior is created in a retail setting in an emerging country, which is essential information for academics and professionals.

The Impact of Social Media and Key Opinion Leader on the Purchasing Behaviour in the Food and Beverage Industry in Malaysia

In order to survive in the food and beverage (F&B) industry in this modern era, one of the most strategic ways is to expose the brand through social media and Key Opinion Leaders (KOLs). This research paper aims to investigate the impact of social media and KOLs on purchasing behaviour in the Malaysian food and beverage industry. The quantitative research method was applied and a survey questionnaire via Google Forms was distributed to samples consist of 120 consumers in Malaysia. The findings showed that social media and KOLs significantly affect the consumers' purchasing behaviour in Malaysia's F&B industry. However, KOLs are more influential than social media in stimulating purchasing behaviour in the F&B industry among Malaysian. Accordingly, F&B businesses is strongly suggested to develop their brand existences in social media, including creating engaging and informative content, responding promptly to customer feedback, and building a loyal following of brand advocates. By leveraging social media analytics, businesses in the food and beverage industry can gain more insights related to customer behaviour and preferences to enhance their marketing strategies and product offerings.

Keputusan Pembelian Ditinjau dari Brand Ambassador, Viral Marketing dan Brand Trust:

This study aims to ascertain the impact of brand ambassadors on consumer decisions. To ascertain how viral marketing influences consumers' purchase choices. To ascertain how purchasing decisions are impacted by brand trust. To assess the combined effects of viral marketing, brand trust, and brand ambassadors on purchasing choices. The research iis descriptive quantitative in nature. Consumers of azarine were the subject of this study in Surakarta. The sample size for this study is 100 respondents. Purposive sampling is the sampling method that is employed. data gathering through questionnaires. The data analysis methods employed are, F test, t test, multiple llinear regression test and the coefficient of determination. According to the study's findings, brand ambassadors in Surakarta have a strong beneficial influence on consumers' decisions to buy Azarine products. Viral marketing has a notable favorable impact on Azarine product purchases in Surakarta, at least in part. In Surakarta, brand trust has a substantial beneficial impact on consumers' decisions to buy Azarine products. Brand advocates, virall marketing, and brand trust all have a substantial beneficial iimpact on Surakarta consumers' decisions to buy Azarine products.
 Keywords: Brand Ambassador, Virall Marketing, Brand Trust, Purchase Decision

Knowledge Graph Construction for Social Customer Advocacy in Online Customer Engagement

The rise of online social networks has revolutionized the way businesses and consumers interact, creating new opportunities for customer word-of-mouth (WoM) and brand advocacy. Understanding and managing customer advocacy in the online realm has become crucial for businesses aiming to cultivate a positive brand image and engage with their target audience effectively. In this study, we propose a framework that leverages the pre-trained XLNet- (bi-directional long-short term memory) BiLSTM- conditional random field (CRF) architecture to construct a Knowledge Graph (KG) for social customer advocacy in online customer engagement (CE). The XLNet-BiLSTM-CRF model combines the strengths of XLNet, a powerful language representation model, with BiLSTM-CRF, a sequence labeling model commonly used in natural language processing tasks. This architecture effectively captures contextual information and sequential dependencies in CE data. The XLNet-BiLSTM-CRF model is evaluated against several baseline architectures, including variations of BERT integrated with other models, to compare their performance in identifying brand advocates and capturing CE dynamics. Additionally, an ablation study is conducted to analyze the contributions of different components in the model. The evaluation metrics, including accuracy, precision, recall, and F1 score, demonstrate that the XLNet-BiLSTM-CRF model outperforms the baseline architectures, indicating its superior ability to accurately identify brand advocates and label customer advocacy entities. The findings highlight the significance of leveraging pre-trained contextual embeddings, sequential modeling, and sequence labeling techniques in constructing effective models for constructing a KG for customer advocacy in online engagement. The proposed framework contributes to the understanding and management of customer advocacy by facilitating meaningful customer-brand interactions and fostering brand loyalty.

Travel and Tourism Marketing in the age of the conscious tourists: a study on CSR and tourist brand advocacy

ABSTRACT Recognizing the power of consumer-led dialogue over traditional company-led marketing, travel and tourism organizations increasingly appreciate the role of consumer advocacy. This study explored consumer advocacy as an outcome of corporate social responsibility (CSR) through brand admiration and attitude and evaluated the conditional indirect influence of altruistic values. Our findings revealed that CSR directly impacts travel consumer advocacy, significantly mediated by brand admiration and attitude. The findings also demonstrated the significant conditional indirect influence of altruistic values. Our research suggests that an effective CSR strategy in a travel and tourims organization offers a competitive edge by cultivating travel and tourism consumers into brand advocates.

Exploring the role of augmented reality as a new brand advocate

AbstractAugmented reality (AR) has proven to be a potential source of disruption in the marketing discipline. Abundant research has attested to AR's potential by exploring the impact of AR attributes on behavioral intentions and users' attitudes. However, AR's potential to spark customer interactions, co‐create value, and foster brand advocacy remains poorly understood. This study explores whether and how AR can turn users into brand advocates. Applying structural equation modeling to a sample of 502 AR users, the study finds that AR empowers users during their shopping experience, creating strong brand attachment and engagement and ultimately leading to brand advocacy. This brand‐focused study, which goes beyond the technical aspects of AR, is unique and has the potential to inform the strategic decision‐making of managers aiming to enhance the customer experience by means of AR implementation.

THE INFLUNCE OF BRAND COMMUNITY AND COMMUNITY ENGAGEMENT IN BUILDING BRAND TRUST: EMPIRICAL AT YESZY.MFG

A brand community is now not only a marketing tool for manufacturers but also a long-term business strategy to maintain the existence of a brand. The success of the brand community is shown through indicators of customer loyalty and also the willingness of customers to become brand advocates for brands promoted by the community. This study aims to determine the effect of brand community and community engagement in building brand trust at Yeszy.Mfg. This research method uses quantitative methods by taking samples using purposive sampling method, amounting to 100 respondents. Data analysis using SmartPls software. The results of this study state that there is an influence of brand community on brand trust, there is an influence of community engagement on brand trust, and community engagement is able to moderate community engagement on brand trust. Overall, the research findings emphasize the significance of brand community and community engagement in building brand trust within the Yeszy.Mfg brand community. By creating a supportive and engaging environment, the brand can enhance customer loyalty, advocacy, and long-term success.

Social advocacy: a conceptual model to extend post-intervention effectiveness

ABSTRACT Commercial marketing literature highlights benefits from brand advocates who recruit and promote in the interest of the commercial entity. However, a similar focus is lacking on how advocacy can extend the effectiveness of social change initiatives. We utilise a case study to demonstrate the benefit of social advocacy and its impact on behaviour change, and thereby propose an advocacy model. To develop this conceptual model, we discuss several key areas; behaviour change and advocacy, advocate identification, and how to influence advocacy within communities and individuals. This research provides a guiding framework for practitioners to develop programs and interventions with advocacy triggers and strategies to enhance the longevity and effectiveness of social change programs through participant-based advocacy. Thus, giving intervention programs in a variety of organisational structures e.g. non-profit, corporate, government etc. a specific model to increase the effectiveness of social programs. Our paper extends behaviour change literature by leveraging social marketing concepts to modify and extend the transtheoretical model.

The Role of CSR Information on Social Media to Promote the Communicative Behavior of Customers: An Emotional Framework Enriching Behavioral Sciences Literature.

Studies have shown that an organization's corporate social responsibility (CSR) activities affect customer behaviors such as loyalty and satisfaction. In spite of this, the role of social media in informing customers about a brand's CSR activities and in fostering customer advocacy behavior (CADB) has been underexplored. To fill this knowledge gap, this study investigates the relationship between the CSR-related communication of a banking organization and CADB. This study also examines how emotions such as customer-company identification (CCI) and gratitude as a mediator and a moderator. Using a self-administered questionnaire (n = 302), we collected data from banking customers. Hypotheses were evaluated by using structural equation modeling, which revealed that CSR positively predicts CADB, whereas there are mediating and moderating functions of CCI and GA. Theoretically, this study highlights the role of human emotions in behavior formation from the standpoint of social media. Practically, this study provides important insights for the banking sector's administrators to realize the important role of CSR communication, using different social networking websites, for converting customers into brand advocates.

ENHANCEMENTS IN THE MANAGEMENT OF RELATIONSHIPS WITH CUSTOMERS AS A MEANS OF PRESERVING SALES PERFORMANCE

Customer relationship management, often known as CRM and referred to in some circles as just CRM, is a strategy that allows businesses the capacity to more effectively manage their customers' accounts as well as the interactions those customers have with the business. In order for a business's CRM strategy to be successful, the organization must put a high value on the quality of the customer experience. Customers who have been loyal to a specific brand for a significant amount of time and have a high level of confidence in the company often move on to become brand advocates in other contexts. There is a chance that improvements to cross-selling, up-selling, and deep-selling might be of assistance to businesses in increasing the total lifetime worth of their clientele. Customers that consistently exhibit a commitment to the company are rewarded with a range of privileges. These might include exclusive access to sales and discounts, individualized customer support, and personalized promotions and specials. The charges that are associated to sustaining present customers are a substantial lot lower when compared to the expenditures that are involved with attracting new consumers to become clients of the business.