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Abstract
This study answered a call for an investigation into the way in which consumers advocate for brands online, which was termed Online Brand Advocacy (OBA). An analysis of 1,796 online posts on two different types of online community forums was undertaken. It was found that “I Love <Brand>” was insufficient to constitute OBA, which seems to be an elaborate, purposeful, and impactful online statement in support of a brand. OBA has key aspects that seem to group into cognitive, affective and virtual visual dimensions, suggesting online brand management needs to be multifaceted. Research and managerial implications are presented.
Additional information
Notes on contributors
Violetta Wilk
Violetta Wilk (Ph.D. Candidate, University of Western Australia), UWA Business School, The University of Western Australia, Perth, Australia, [email protected].
Paul Harrigan
Paul Harrigan (Ph.D., Ulster University), Associate Professor of Marketing, UWA Business School, The University of Western Australia, Perth, Australia, [email protected].
Geoffrey N. Soutar
Geoffrey N. Soutar (Ph.D., Cornell University), Winthrop Professor, UWA Business School, The University of Western Australia, Perth, Australia, [email protected].