Exploring online advocacy mechanisms through self-presentation: a comparative analysis between e-commerce website customers
Abstract
Purpose
Underpinning social identity theory (SIT) and service-dominant logic (SDL), the current paper seeks to explore the effect of self-presentation on online brand advocacy (OBA). Furthermore, this paper investigates the mediating role of hedonic value and the moderating role of customer interaction with e-commerce websites (i.e. Amazon, Walmart and eBay).
Design/methodology/approach
Data were collected from customers of three e-commerce platforms (i.e. Walmart, Amazon and eBay) using a structured questionnaire – multi-group analysis applied on SmartPLS 4.4.
Findings
Self-presentation has a positive role in increasing hedonic value and its impact on OBA. The moderating effect of customer interaction on these relationships is also investigated and found to be significant.
Social implications
Our findings underscore the significance of fostering inclusive online communities and favorable online settings. Existing findings are consistent with overarching objectives of digital empowerment and enhanced online interaction quality. This paper contributes to harmonious and collaborative digital societies by encouraging personalized experiences that foster a sense of belonging among diverse customers.
Originality/value
This paper adds to the existing body of knowledge by comparing customer behavior on three major e-commerce platforms, going beyond the traditional focus on a single platform. Drawing on SIT and SDL, this paper provides a distinct nomological framework for OBA that unifies disparate constructs, filling theoretical gaps in our understanding of online customer behavior.
Keywords
Acknowledgements
Corrigendum: It has come to the attention of the publisher that the article, Shaukat, H., Elgammal, I., Khan, M.A. and Selem, K.M. (2024), “Exploring online advocacy mechanisms through self-presentation: a comparative analysis between e-commerce website customers”, Marketing Intelligence & Planning, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/MIP-10-2023-0524 was submitted by the authors with incorrect affiliation details for Muhammad Haroon Shoukat. The Mathematics Department was mistakenly included in Muhammad Haroon Shoukat’s affiliation details, this has now been corrected in the online version of the paper. The authors sincerely apologise for any inconvenience caused.
Citation
Shoukat, M.H., Elgammal, I., Khan, M.A. and Selem, K.M. (2024), "Exploring online advocacy mechanisms through self-presentation: a comparative analysis between e-commerce website customers", Marketing Intelligence & Planning, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/MIP-10-2023-0524
Publisher
:Emerald Publishing Limited
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