Author:
Cavdar Aksoy Nilsah,Yazici Nihal,Duzenci Ahmet
Abstract
PurposeThis study aims to focus on the information sharing behavior of employees in the context of online brand advocacy based on the cognition–affection–behavior framework.Design/methodology/approachOnline surveys were distributed to 840 employees, and the gathered data was analyzed by using structural equation modeling.FindingsThe effects of perceived organizational justice, employee emotions, organizational trust on online brand advocacy and the moderating role of organizational identification were empirically supported in this study. Noteworthy exceptions to these findings included the lack of evidence of the effect of informational justice on emotions, the effect of procedural justice on negative emotion and the effect of negative emotion on online brand advocacy.Originality/valueThis study expands brand activism research by investigating online brand advocacy and the employee context. Moreover, this work also extends online brand advocacy research through the employee points of view.
Subject
Management of Technology and Innovation,Marketing
Cited by
7 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献