The investigation of online brand advocacy in a relational context

Today, the expansion of distribution channels and online platforms has greatly facilitated online communication between customers. Online brand advocacy (OBA), one of these forms of communication, provides the potential for brands to engage with their customers and create strong bonds. The purpose of this study is to provide a better understanding of the relationship between online brand advocacy and brand loyalty, consumer brand identification, purchase intention and customer satisfaction. The sample of the study consists of individuals over the age of eighteen living in Morocco and Turkey. In the study, the characteristics of online brand advocacy are discussed from a general perspective. In this context, the effects of consumer brand identification and brand loyalty on online brand advocacy, the effects of online brand advocacy on customer satisfaction, and the effects of customer satisfaction and brand loyalty on purchase intention were examined. The findings revealed that consumer brand identification and brand loyalty have a positive effect on online brand advocacy. Similarly, online brand advocacy has a positive effect on customer satisfaction. However, customer satisfaction has a negative effect on brand loyalty. Finally, customer satisfaction and brand loyalty have a positive effect on purchase intention. It is thought that this study may provide an innovative perspective for businesses in line with the importance of online brand advocacy.