What is it about?
In this digital age, consumers have become more receptive to brand-related information given by other consumers online, as they consider this information trustworthy. One such form of communication, is online brand advocacy (OBA). Despite an increasing interest in OBA and the importance of online brand conversations, OBA has only recently attracted research attention. This research aimed to answer the calls to define OBA and to develop a parsimonious and practical OBA measure.
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Why is it important?
The OBA scale allows brand and marketing practitioners and scholars to measure brand advocacy occurring online, specifically, to know the extent to which consumers and other stakeholders advocate for a particular brand online. At a time when social media is undergoing some fundamental changes which are redefining how we engage with one another and with brands online (eg: social media fundraising campaigns breaking global records, platforms removing Likes and follower counts, and bans on political advertising), the OBA scale presents a way to measure user-driven advocacy online, and helps the industry and academia to better understand the power of user-generated content
Perspectives
OBA is very powerful as: • It is a strong, influential, purposeful and non-incentivised, online representation of a brand and that brand’s best interest. • It is given by a brand-experienced customer (either past or current). • It includes ‘standing up for’ and speaking on behalf of the brand. • It is given as user-generated content that reflects specific and in-depth brand knowledge, defence, positivity and virtual positive expression (such as emoticons) in support of a brand.
Violetta Wilk
Edith Cowan University
Read the Original
This page is a summary of: Online brand advocacy (OBA): the development of a multiple item scale, Journal of Product & Brand Management, December 2019, Emerald,
DOI: 10.1108/jpbm-10-2018-2090.
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