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Article
Publication date: 19 January 2023

Nilsah Cavdar Aksoy, Nihal Yazici and Ahmet Duzenci

This study aims to focus on the information sharing behavior of employees in the context of online brand advocacy based on the cognition–affection–behavior framework.

Abstract

Purpose

This study aims to focus on the information sharing behavior of employees in the context of online brand advocacy based on the cognition–affection–behavior framework.

Design/methodology/approach

Online surveys were distributed to 840 employees, and the gathered data was analyzed by using structural equation modeling.

Findings

The effects of perceived organizational justice, employee emotions, organizational trust on online brand advocacy and the moderating role of organizational identification were empirically supported in this study. Noteworthy exceptions to these findings included the lack of evidence of the effect of informational justice on emotions, the effect of procedural justice on negative emotion and the effect of negative emotion on online brand advocacy.

Originality/value

This study expands brand activism research by investigating online brand advocacy and the employee context. Moreover, this work also extends online brand advocacy research through the employee points of view.

Article
Publication date: 8 April 2020

Nilsah Cavdar Aksoy, Alev Kocak Alan, Ebru Tumer Kabadayi and Alican Aksoy

This study aims to examine the wearable devices market as an essential representative of the digital age using a framework based on the Unified Theory of Acceptance and Use of…

1623

Abstract

Purpose

This study aims to examine the wearable devices market as an essential representative of the digital age using a framework based on the Unified Theory of Acceptance and Use of Technology (UTAUT) and the context of sports wearables.

Design/methodology/approach

411 people, are both users and non-users of this technology were surveyed online, and the obtained data analyzed using structural equation modeling.

Findings

The results support the effects of performance expectancy, effort expectancy, facilitating conditions, and social influence on attitude toward sports wearables and attitude of usage intention. Further, technophobia moderates the relationship between performance expectancy and attitude. However, a moderating effect of technophobia on the relationship between effort expectancy and attitude was not observed.

Originality/value

Due to innovative technologies in the digital age we live in, the devices we use in everyday life have gained intelligence. As more developments take place, and related products enter the market, understanding how people react to these products becomes an important issue. While investigating this issue in the context of sports wearables in this study, an important psychological construct, technophobia, was included in the research model in order to explore the usage intention of individuals through the effects of psychological constructs, such as paranoia, fear, anxiety, cybernetic revolt and cellphone avoidance, and the strong combination of important constructs of phobia to go against technology.

Details

International Journal of Sports Marketing and Sponsorship, vol. 21 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

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