Converting tourists into evangelists: Exploring the role of tourists’ participation in value co-creation in enhancing brand evangelism, empowerment, and commitment

Social networking platform and tourism destination evangelism: government regulatory responses

“…Thus, it is crucial to market and evangelise about various aspects of destinations (Kumar and Nayak, 2014), through TE. TE is considered among the effective ways to obtain destination currency and mileage (Mvondo et al , 2022). Sharma et al (2021) described TE as the process of generating cues, fuel excitement, persuade, convince, articulate reviews, engage, support and sometimes defend tourism destinations.…”

“…According to the extant literature, the concept of destination evangelism has been extensively covered in the marketing literature (Harrigan et al , 2021; Mansoor and Paul, 2022; Panda et al , 2020; Sohaib et al , 2022). In spite of the importance attached to the development of tourism in societies globally, destination evangelism within the SNP has not received much attention (Mvondo et al , 2022) from scholars on the African continent.…”

Online brand community engagement and brand evangelism: the role of age, gender and membership number

“…The concept of brand evangelism has got much attention recently (Mvondo et al, 2022;Sharma et al, 2022) because marketing literature has yet to have a common definition for this, despite the widespread use of it. Most of the definitions focused either on brand communication (brand advocacy) (Matzler et al, 2007) or consumption (purchase) (Nyadzayo et al, 2020).…”

“…In line with former perspectives, but having two foci in mind (the brand, and other participants in social media), Mvondo et al (2022) extended the concept of brand evangelism beyond positive word of mouth because the tendencies used by brand evangelists surpass spreading positive views on buying a brand and disparaging rival brands. Mvondo et al (2022) focused their perspective on participants' value creation process in the interaction between brand and participants in social media (Facebook) in their empirical study, and showed that brand evangelism transcended word of mouth and presented an operationalisation of brand evangelism in social media based on three dimensions: 1 Brand purchase intentiona consumer's plan to buy a brand's products in future. 2 Positive brand referralsbrand support behaviours via propagating favourable opinions about the brand and its recommendations and convincing others to engage with the same brand.…”

“…Thirdly, by investigating the moderating role of age, gender and OBC membership number, we clarify how OBC engagement influences brand evangelism. Finally, this study significantly contributes to both OBC engagement (Zhang et al, 2017) and brand evangelism, which are relatively emergent topics in social media OBC literature (Sharma et al, 2022), and there are theoretical and empirical deficits in their development processes and effects (Mvondo et al, 2022;Sharma et al, 2022;Zhang et al, 2017).…”