Navigating Online Brand Advocacy (OBA): an exploratory analysis

Research output: Contribution to journalArticle

7 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)99-116
Number of pages18
JournalJournal of Marketing Theory and Practice
Issue number1-2
Publication statusPublished - Apr 2018

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