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Exploring Online Brand Advocacy for E-Commerce Destinations Through the Lens of Management, Experience, and Satisfaction: The Advocacy Advantage
Abstract
This study investigates online brand advocacy for e-commerce destinations by examining the relationships between destination management, brand experience, customer satisfaction, and advocacy behaviors. Drawing on stimulus-organism-response theory, social exchange theory, and the customer-based brand equity model, the authors analyze data from 1,283 online shoppers to identify the key determinants of brand advocacy. Results demonstrate that brand experience factors (ΔR2 = .12) have the strongest influence on advocacy behaviors, with authenticity confidence (β = .23) and promotional participation (β = .22) emerging as the primary predictors. The study identifies four distinct customer segments with varying advocacy potentials: High Advocacy Loyalists (15.8%), Moderate Experience Seekers (27.4%), Price-Conscious Pragmatists (34.3%), and Low Trust Skeptics (22.5%). The findings reveal that experiential and trust-related factors drive advocacy more powerfully than price-based incentives or functional attributes, with gender, price sensitivity.
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