Does customer experience and digital competency matter for online brand advocacy under the lens of mediation? An extension of TAM

What is it about?

The purpose of this paper is to examine the direct and intervening relationships among online brand advocacy (Brand Defence, Brand Positivity, Brand Information Sharing, Virtual Positive Expression), Behavioural Loyalty, Brand Reputation, Customer Values (Relational Value, Utility Value ), Digital Competency (Information & Digital Handling, Communication and Collaboration) and Customer Experience with online brand advocacy. A multivariate statistical approach with structural equations modelling was used for analysis. A total of 273 complete questionnaires were gathered from users of foodpanda app for food delivery of restaurants. SPSS-24 and Smart PLS 4.0.9.2 were used for demographic analysis, and SEM (structural equation modelling) was used for data analysis. Current research proposed 12 hypotheses (7 for direct relationship and 5 for sequential mediation effect (23 sub-hypotheses). Results confirm that all the seven hypotheses of direct relationship are accepted. Most mediating hypotheses are accepted, whereas 1 out of 23 sub-hypotheses is rejected. Results indicate that the proposed theoretical model is justified. Current study advances the current understanding of online brand advocacy by using the variable Behavioural Loyalty, Brand Reputation, Customer Values (Relational Value, Utility Value), Digital Competency (Information & Digital Handling, Communication and Collaboration) and Customer Experience with direct and intervening effect on the basis of TAM.

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