The Impact of Social Media Branding on Developing Brand Advocates for Start-Ups

Abstract

Organizations are realizing the importance of social media and social networking sites as a communication channel for their brands. Startups, which are new small ventures, face many challenges to prosper in today's fast-paced economy. This research focuses on the challenge of building brand advocacy against the start-ups' low brand awareness and limited financing capabilities. Brand advocacy is defined as the extent to which consumers recommend the brand to their community. It is mainly characterized by high brand loyalty and strong positive electronic word of mouth. This research aims to explore the drivers of brand advocacy on social media in case of startups. The results of the will serve as the input for the second phase which follows a quantitative approach in which a survey will be undertaken to determine first, the relationship between the variables validated in the first phase and brand advocacy mediated by brand loyalty and electronic word of mouth, and second, test for demographics differences in this relationship.

Employees’ online brand advocacy behaviors as a response to justice and emotion

“…The study findings also demonstrated the positive relationship between organizational trust and online brand advocacy, which supports the conclusions of McCauley and Kuhnert (1992), Awad and Fatah, (2015), Badrinarayanan and Sierra, (2018), Punjaisri et al (2013) and Rai and Nayak, (2019). The current study confirms that trust in an organization affects brand-related online advocacy behavior.…”

“…On the subject of online brand advocacy, trust plays a vital role in users' eagerness to participate in online communication (Sledgianowski and Kulviwat, 2009). Moreover, as a representative of the quality of the relationship between parties (Blau, 1964), trust shapes online brand advocacy behavior (Awad and Fatah, 2015;Badrinarayanan and Sierra, 2018;Rai and Nayak, 2019). In this sense, our study anticipates a comparable effect of organizational trust on employee brand-related responses.…”

The Effect of Brand Awareness and Brand Image on Customer Purchase Decisions and Customer Advocacy Behavior: A Study on Consumers of Kapal Api Coffee Brand

“…The results of the hypothesis testing also reveal that brand awareness positively and significantly influences customer advocacy behavior. This finding aligns with prior research (Bhati & Verma, 2020) Baghi et al, 2016;Awad & Abdel Fatah, 2015). Consumers with strong brand awareness tend to protect the brand from counterfeiting, which can have negative implications if not addressed properly (Veronica & Grapp, 2016).…”

“…Therefore, the first hypothesis (H1) is proposed: "Brand Awareness has a Positive and Significant Influence on Consumer Purchase Decisions". Second, there is a positive relationship between brand awareness and consumer advoikocacy behavior, as found in various studies ( (Bhati & Verma, 2020;Baghi et al, 2016;Awad & Abdel Fatah, 2015). Thus, the second hypothesis (H2) is proposed: "Brand Awareness has a Positive and Significant Influence on Customer Advocacy Behavior".…”

Antecedent consumer factors, consequential branding outcomes and measures of online consumer engagement: current research and future directions

“…Brand advocacy. Consumers who are passionate about the brand and actively recommend it to others are considered brand advocates (Awad and Abdel Fatah, 2015). Consumers actively engaged online with a brand are more likely to see the brand as a reflection of who they are as individuals, and thus make a personal association that leads to brand advocacy (Kemp et al , 2012).…”