Measuring brand advocacy

Purpose The purpose of this paper is to examine the combined effect of game-interactivity and game-product congruence on consumers’ brand advocacy and brand acceptance in the context of in-game advertising. Design/methodology/approach A 2 (interactivity: high or low)×2 (game-product congruence: high or low) between-subject measures design is used. In total, 140 students participated in the study. A 2×2 between-subjects multivariate analysis of variance is used to test the hypotheses. Findings The results reveal that for a high-interactive game, congruent condition results in higher brand advocacy and superior brand acceptance than the incongruent condition. However, for a low-interactive game, both congruent and incongruent conditions will result in the same level of brand advocacy as well as equal levels of brand acceptance. Research limitations/implications This paper provides implications for theory as well as practice by providing the empirical evidence of the combined effect of game-interactivity and game-product congruence on consumers’ brand advocacy and brand acceptance from the perspective of attention and elaboration. If higher brand advocacy and greater brand acceptance are the objectives of the brand managers, then a high interactive with congruent brand placements would be the right approach for effective advergames. Originality/value This investigation contributes to non-traditional advertising media literature, specifically to the area of branded entertainment, like brand placements in digital games by examining and exploring the influence of game-specific factors on players’ brand advocacy and brand acceptance. Moreover, this paper is one of the first to reveal the real-time roles of game-specific factors in generating gamers’ brand advocacy and brand acceptance from the perspectives of attention and elaboration, in an emerging marketing context, like India.

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Digital Content by Online Media and Its Effects on Brand Trust, Brand Credibility, Brand Commitment, and Brand Advocacy (Case on Instagram Account Tirto.id)

2019 IEEE 4th International Conference on Computer and Communication Systems (ICCCS) ◽

10.1109/ccoms.2019.8821740 ◽

2019 ◽

Author(s):

Muhammad Mukhsin Sultoni ◽

Irwansyah ◽

Ayu Rahma Haninda ◽

Monika Pretty Aprilia

Keyword(s):

Digital Content ◽

Online Media ◽

Brand Commitment ◽

Brand Trust ◽

Brand Credibility ◽

Brand Advocacy

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Tackling social media data analysis

Qualitative Market Research An International Journal ◽

10.1108/qmr-01-2017-0021 ◽

2019 ◽

Vol 22 (2) ◽

pp. 94-113 ◽

Cited By ~ 10

Author(s):

Violetta Wilk ◽

Geoffrey N. Soutar ◽

Paul Harrigan

Keyword(s):

Social Media ◽

Data Analysis ◽

Exploratory Research ◽

Online Data ◽

Social Media Data ◽

Content Type ◽

Advantages And Disadvantages ◽

Brand Advocacy ◽

Qualitative Data Analysis Software ◽

Media Data

PurposeThis paper aims to offer insights into the ways two computer-aided qualitative data analysis software (CAQDAS) applications (QSR NVivo and Leximancer) can be used to analyze big, text-based, online data taken from consumer-to-consumer (C2C) social media communication.Design/methodology/approachThis study used QSR NVivo and Leximancer, to explore 200 discussion threads containing 1,796 posts from forums on an online open community and an online brand community that involved online brand advocacy (OBA). The functionality, in particular, the strengths and weaknesses of both programs are discussed. Examples of the types of analyses each program can undertake and the visual output available are also presented.FindingsThis research found that, while both programs had strengths and weaknesses when working with big, text-based, online data, they complemented each other. Each contributed a different visual and evidence-based perspective; providing a more comprehensive and insightful view of the characteristics unique to OBA.Research limitations/implicationsQualitative market researchers are offered insights into the advantages and disadvantages of using two different software packages for research projects involving big social media data. The “visual-first” analysis, obtained from both programs can help researchers make sense of such data, particularly in exploratory research.Practical implicationsThe paper provides practical recommendations for analysts considering which programs to use when exploring big, text-based, online data.Originality/valueThis paper answered a call to action for further research and demonstration of analytical programs of big, online data from social media C2C communication and makes strong suggestions about the need to examine such data in a number of ways.

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Hospitality branding in emerging economies: an Indian perspective

Journal of Tourism Futures ◽

10.1108/jtf-07-2018-0047 ◽

2019 ◽

Vol 5 (1) ◽

pp. 22-34 ◽

Cited By ~ 4

Author(s):

Shivam Rai ◽

Jogendra Kumar Nayak

Keyword(s):

Emerging Economies ◽

Structural Equation ◽

Affective Commitment ◽

Perceived Quality ◽

Equation Modeling ◽

Brand Trust ◽

Content Type ◽

Branding Strategies ◽

Brand Advocacy ◽

The Impact

Purpose Travel and tourism is an imperative economic activity in most countries around the world. The industry has momentous indirect and induced impacts apart from its direct economic impact. The purpose of this paper is to test the applicability of brand interaction and perceived quality theory in the formation of brand trust, and the impact of affective commitment and brand trust toward advocacy intentions in the context of the Indian hospitality industry. This study also examines how emotional, and experiential hospitality brand relationship with the consumers can be developed in the emerging economies. Design/methodology/approach A total of 430 respondents participated in the study. Empirical evidence from depth interviews and data were garnered into a conceptual model. The proposed model was tested using structural equation modeling. Findings The findings reveal that perceived quality and brand interaction forms brand trust and trust is the key factor in establishing emotional (affective) commitment between the customer and the hospitality brand. The study also suggests that emotional commitment in customers help them in becoming brand advocates. The findings of the research will help hospitality brand strategists in developing successful branding strategies. Research limitations/implications This research examines the advantage of customers’ relationship and their meaningful brand connections in the hospitality context. The study establishes a relationship among antecedents of trust, trust and commitment which can lead toward brand advocacy. Originality/value The findings provide insight for hospitality brand managers in developing effective branding strategies for their organizations. This study inspects the advantages of cultivating meaningful brand connections and relationships with consumers in the Indian hospitality sector.

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Building brand advocacy on social media to improve brand equity

International Journal of Electronic Marketing and Retailing ◽

10.1504/ijemr.2019.098751 ◽

2019 ◽

Vol 10 (2) ◽

pp. 150

Author(s):

Manisha Mathur

Keyword(s):

Social Media ◽

Brand Equity ◽

Brand Advocacy

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Online brand advocacy (OBA): the development of a multiple item scale

Journal of Product & Brand Management ◽

10.1108/jpbm-10-2018-2090 ◽

2019 ◽

Vol 29 (4) ◽

pp. 415-429 ◽

Cited By ~ 2

Author(s):

Violetta Wilk ◽

Geoffrey Norman Soutar ◽

Paul Harrigan

Keyword(s):

Future Research ◽

Content Type ◽

Four Dimensions ◽

Multi Stage ◽

Brand Advocacy ◽

Antecedents And Consequences ◽

And Performance ◽

Test Retest Reliability ◽

Development And Validation ◽

Brand Information

Purpose Despite an increasing interest in online brand advocacy (OBA) and the importance of online brand conversations, OBA’s conceptualization, dimensionality and measurement are unclear, which has created confusion. This paper aims to answer calls from researchers and practitioners for a better understanding and measurement of OBA. The development and validation of a parsimonious and practical OBA scale is outlined in this paper. Design/methodology/approach A multi-methods, multi-stage approach was followed to develop a parsimonious OBA scale. From an initial pool of 96 items obtained from qualitative research and from items used in prior general brand advocacy scales, a test-retest reliability study is followed. Academic judges were consulted to verify dimensionality, followed by two separate online surveys to further purify the scale and assess criterion-related validity. Programs including SPSS, AMOS and WarpPLS were used. Findings This research extends the knowledge of OBA by developing and testing a parsimonious and practical 16-item, four-dimensional OBA scale. Unlike previous attempts to measure OBA, this study suggested OBA as a multidimensional construct with four dimensions (i.e. brand defense, brand information sharing, brand positivity and virtual positive expression). Further, this study showed that OBA is conceptually different from consumer–brand engagement and electronic word-of-mouth. Research limitations/implications Future research is encouraged to validate the OBA scale in various contexts and locations. Researchers can use the new OBA scale to examine potential brand-related antecedents and consequences of OBA. Practical implications This study provides brand and marketing practitioners with a better understanding of brand advocacy occurring online. The OBA scale offers clear markers or trademarks that will be useful in assessing any brand’s health online and to track and better manage online brand communications and performance. Originality/value This research provides the first empirical investigation of Wilk et al.’s (2018) exploratory insights into OBA. The resulting parsimonious scale has furthered OBA as a new area for academic enquiry and presented practitioners with a practical way of measuring OBA.

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