Purpose : This study investigated factors influencing attitudes toward and avoidance of political party banners in South Korea following the 2022 legislative deregulation. It examined how persuasion knowledge (PK), government trust, and political orientation acted as cognitive filters during “forced exposure” to these physical messages. Methodology : An online survey of 300 adults was analyzed using hierarchical regression. This method was specifically selected to measure the incremental variance and unique contribution of each personal characteristic block, providing a precise determination of which factors most significantly influenced attitudes toward political banners and avoidance of them. Findings : PK negatively impacted attitudes and increased avoidance. Conversely, government trust emerged as the strongest predictor, fostering positive attitudes and reducing avoidance. While progressive orientation correlated with favorable attitudes, it did not significantly affect physical avoidance, suggesting that the medium’s intrusiveness triggers a universal response regardless of ideology. Practical Implications : To mitigate “civic fatigue,” policy-level interventions like “zoning” and volume control are essential. Political parties should prioritize message quality over quantity, as over-saturation activates PK, leading to a “backfire effect” in which voters actively ignore the intended messages. Originality : Unlike research focused on skippable digital ads, this study explored the “unavoidable” physical-spatial dimension of political communication. It fills a critical gap by analyzing how legislative changes interact with psychological traits to influence the reception of traditional outdoor media.
Purpose : The purpose of this study was to clarify why sustainable intentions often failed at the moment of choice, examining how assortment complexity and partially credible claims shifted consumers from motivated green buying to skeptical avoidance in digital shopping environments. Methodology : In a 2 × 2 between-subjects gamified online experiment (N = 700), participants were instructed to choose from small (3 stock-keeping units [SKUs]) or large (9 SKUs) green product assortments with either credible or mixed-authenticity claims. Behavioral metrics (decision time, abandonment, and confidence) and post-choice evaluations (decision fatigue, perceived greenwashing, and purchase intention) were collected to evaluate the hypothesized process. Findings : Larger assortments increased mental effort, slowed decisions, reduced confidence, and led to more abandonment. Mixed claims raised perceived greenwashing (PGW), which significantly decreased willingness to buy. A serial pathway was supported, showing that assortment size increased fatigue, which then heightened greenwashing concerns and suppressed purchase intention. Practical Implications : Sustainable marketing could fail when consumers are overloaded with options or when environmental claims are unclear. Simplifying choice and strengthening credibility might prevent hesitation and support sustainable consumption. Originality : This research provided behavioral evidence that greenwashing not only harmed trust but also made sustainable shopping harder by increasing cognitive load in digital environments.
Women generally avoid risk when investing, often preferring traditional options such as bank fixed deposits and gold. This behavior limits their participation in NTI, like stocks and mutual funds, which typically offer higher long-term returns. Purpose : The paper discussed how financial attitude (FA) and parental financial socialization (PFS) affected the non-traditional investment behavior (NTIB) of Indian women. Design/Methodology/Approach : The study used a quantitative research design, with an online survey administered to 403 working Indian women aged 25–55 years. Data was collected through convenience sampling and analyzed using SPSS 23. Findings : FA related to interest and deliberative spending significantly influenced women’s non-traditional investment behavior. Parental financial behavior (FB) and direct financial teaching also had a positive impact, whereas financial anxiety and parental role modeling did not exhibit a significant influence. Practical Implications : The results emphasized the need for financial institutions and policymakers to implement targeted financial education programs, as well as for parents to provide proactive financial education, to increase the level of non-traditional investment among women. Originality/Value : The research contributed to the family financial socialization theory by providing empirical data on the joint effect of FA and PFS on the NTIB of Indian women.
Purpose and Originality Value : The period of the late 1990s and the early 2000s was marked by increased access to the internet by people globally and the development of new businesses in the online space. Online shopping emerged as a novel retail business offering attributes like the ease of use of a website, privacy, security, customer services, and immediate availability of product comparison and review by past users. Consequently, electronic service quality (ESQ) became an important determinant of customer satisfaction (CS) and loyalty in the online marketplace. While the structural relationships among ESQ, perceived value (PV), satisfaction, and behavioral intentions (BI) have been widely examined in developed markets, their relative strengths and mediating mechanisms remain context-specific in emerging digital economies. India represents a distinctive e-commerce environment characterized by high price sensitivity, intense platform competition, low switching costs, mobile-first usage patterns, and a demographically young consumer base. The contextual factors may alter the salience of PV and satisfaction relative to service quality, thereby warranting focused empirical examination rather than direct generalization from developed-market evidence. Methodology : This study is based on online survey responses from over 647 respondents based in India. Quantitative research methods were employed to test hypothesized relationships using confirmatory factor analysis and structural equation modeling on the reliable and valid measurement scales adopted in this study. ANOVA was employed to assess demographic differences in online shopping attitude and intention. Findings and Implications : The results of this study concluded that the quality of e-services and PV had a significant positive effect on CS, which in turn impacted the BI. The findings of this study offer contextual insights into the interplay between ESQ, PV, satisfaction, and BI among digitally literate online consumers in India, with implications primarily relevant for young and early-adopter segments of the e-commerce market.
Purpose : Given the strong dependence of Generation Z (Gen Z) on social media, this research was designed to develop objective criteria and a measurement scale to assess the students’ intention to choose a university, giving particular attention to institutions’ social media engagement. Methodology : The present study utilized a sequential exploratory mixed-methods design to develop and evaluate the psychometric properties of the Students’ Intention to Choose University Scale (SICUS). Semi-structured interviews with first-year undergraduate and postgraduate students from 10 universities in Northern India were conducted to elicit qualitative insights into university selection using social media platforms. The qualitative data informed the creation of an item pool for the scale, which was evaluated for face and content validity, followed by exploratory factor analysis (120 respondents), confirmatory factor analysis (120 respondents), and assessments of construct reliability and validity. Findings : The findings resulted in a valid and reliable scale (SICUS) with three dimensions: social media responsiveness, institutional social media popularity, and strategic media information, which effectively measured the intention to choose a university among Gen Z, with satisfactory validity and reliability indices. Practical Implications : SICUS is a valuable tool for researchers and higher education institutions to measure students’ intention to choose a university based on institutional social media engagement (ISME) and to inform the development of their social media strategies. Originality : A scale was developed to measure students’ intention to choose a university, taking into account institutions’ SME. It also provides a step-by-step guide to developing a scale using an exploratory mixed-methods research approach.
Purpose : The study aimed at exploring the factors that influence energy-saving behavior (ESB) among households, particularly within the context of emerging economies. Although prior studies have employed behavioral theories such as the theory of planned behavior (TPB) and social cognitive theory (SCT), there is little research that has incorporated cognitive, social, and emotional factors simultaneously within the context of emerging economies, supported by predictive analysis tools. Methodology : The study investigated 10 latent variables, which included publicity/education, energy-saving knowledge (ESK) norms, perceived behavioral control (PBC), self-efficacy (SE), outcome expectation (OE), place attachment, etc. The study used a structured questionnaire, which was distributed among 500 households across Tamil Nadu, India. The data analysis used SMART PLS for structural modeling, while artificial neural network analysis was conducted using SPSS. Findings : The study found that publicity/education significantly contributed to ESK, which, in turn, positively influenced PBC and normative influences. PBC turned out to be the most significant predictor of ESB, followed by subjective norms (SN) and place attachment, as revealed by the artificial network analysis. Practical Implications : The results implied that a marketing strategy for sustainable marketing practices should include education, social influence, and geographical engagement to promote energy-saving practices. Originality : This study differed from previous studies on these determinants because it used an integrated multi-theory model and validated it using structural equation modeling and artificial neural network analysis.
Purpose : This study examined the psychological determinants of millet consumption behavior among individuals with diabetes in urban Kerala. Although millets are known for their nutritional benefits in diabetes management, their consumption remains low among patients with diabetes. The study researched the effects of attitudinal, social, and control-related factors on consumption intention and actual behavior. Methodology : A quantitative cross-sectional research design was employed. Data were collected from diabetic patients in urban Kerala using a structured questionnaire. Of 300 questionnaires distributed, 258 valid responses were retained for analysis. Attitude, subjective norms, and perceived behavioral control were predictors, while consumption intention and actual behavior were outcomes. Data were analyzed with partial least squares structural equation modelling (PLS-SEM). Findings : The results indicated that attitude, subjective norms, and perceived behavioral control significantly influenced consumption intention. Consumption intention, in turn, significantly affected actual millet consumption behavior and mediated the relationships between psychological determinants and behavior, highlighting its central role in dietary decision-making among diabetic patients. Practical Implications : The results indicated that nutrition awareness, social support systems, and improved access to millet-based foods should be prioritized by healthcare professionals, policymakers, and food system stakeholders to promote healthier dietary practices and better diabetes management. Originality : Unlike prior studies that primarily emphasized the nutritional or biomedical benefits of millets, this research provided behavioral insights by empirically examining the psychological determinants of millet consumption.
Purpose : Grounded on the technology acceptance model (TAM), this study aimed to investigate the determinants that affected tourists’ willingness to use artificial intelligence (AI)-enabled chatbots for tourism and hospitality services in Bangladesh. Methodology : A quantitative online survey was employed to collect data using a purposive sampling technique from 470 Bangladeshi tourists who had experience with AI-based chatbot services. The partial least squares-structural equation modeling (PLS-SEM) was employed to estimate the obtained data and test the hypothesized relationships. Findings : The findings revealed that chatbots’ perceived intelligence, ease of use, and usefulness significantly impacted tourists’ attitudes toward chatbot use ; whereas, perceived interactivity did not have a substantial effect. Furthermore, perceived ease of use significantly influenced perceived usefulness, and tourists’ attitudes had a noteworthy effect on their willingness to use chatbots. In addition, attitude toward chatbot use successfully mediated the relationship between perceived intelligence and willingness to use chatbots and perceived ease of use and willingness to use chatbots; however, it was unable to mediate the relationship between perceived interactivity and willingness to use chatbots. Practical Implications : This study left noteworthy implications for adopting AI-based chatbots within the tourism and hospitality domain, benefiting policymakers, scholars, tourism enterprises, tourists, and other stakeholders. Originality : The novelty of the study lies in the interplay of proposed relationships among key constructs, employing the TAM, to examine tourists’ willingness to use AI-enabled chatbots in a new direction.
Purpose : Current models underpinning dark tourism are insufficient to explain the paradoxical aspects of visitor experiences. This research note called for a re-conception of dark tourism as a process of negotiation of moral – experiential dissonance. Methods : This research was produced by integrating a conceptual and interdisciplinary approach, drawing on tourism as well as consumer and psychological theories. Literature was critically examined to discern underlying theoretical assumptions and their shortcomings in understanding contemporary dark tourism. Findings : The study found that existing theories based on enduring motivations, dissonance resolution, and goal-driven experiences did not explain the paradox of pleasure and guilt in dark tourism. This research note suggested that dissonance in those circumstances was not reduced, but rather was maintained as an inherent aspect of the experience. It also underscored the impact of commodification and digital mediation in deepening this paradox and opening up to socially constructed and ongoing meaning-making. Originality : This research note intended to challenge the theories for reframing dark tourism as a morally complex and processual consumption activity, building on behavioral and experiential theories.
Purpose : The study explored the determinants affecting sustainable clothing adoption behavior by extending the theory of planned behavior through the inclusion of consumer awareness (CAW), environmental concern (EC), environmental knowledge (EK), and perceived barriers (PB) in the emerging market scenario. Methodology : A mixed-method approach was used in this research. During the qualitative phase, 120 respondents participated in an open-ended survey, and thematic analysis revealed sustainability-related factors affecting the adoption of sustainable clothing behavior, which were integrated into the extended theory of planned behavior (ETPB). During the quantitative phase, data were collected from 244 respondents using a structured Likert scale questionnaire. Structural equation modeling was utilized to validate the framework and examine the relationships among constructs. Findings : The results highlighted that consumer attitude, perceived behavioral control, CAW, EC, and EK significantly influenced purchase intention, while PB negatively impacted purchase intention, and subjective norms were identified to be insignificant. Purchase intention strongly influenced buying behavior and mediated the relationship between antecedents and sustainable clothing adoption. Practical Implications : The study highlighted that marketers and policymakers should promote the adoption of sustainable clothing by promoting sustainability awareness, improving eco-labeling transparency, strengthening consumer education, and reducing barriers related to affordability and accessibility. Originality : The research incorporated thematic analysis with an ETPB framework to provide an extensive understanding of sustainable clothing adoption in an emerging market context.
Purpose : The research investigated the role of natural product knowledge and peer influence on the purchase intentions of Indian consumers toward plant-based cosmetics and evaluated the moderating role of premium pricing and product availability on the intention–behavior relationship between purchase intention and actual buying behavior. Design/Methodology/Approach : A sample of 168 informed consumers was purposively recruited through online media, and an online survey was conducted among them. The measurement model, structural model, and the moderating effects were assessed using partial least squares structural equation modeling. Findings : It was found that knowledge of natural products and peer influence had a significant effect on the purchase intention, resulting in a strong predictive value of actual purchasing behavior. The price was lowered, the availability of the products was increased, and intention was transformed into behavior. Practical Implications : The results suggested that managers should build consumer trust through transparent ingredient information and credible certifications. Leveraging peer influence via referral programs and influencer collaborations was found to enhance social validation. Addressing structural barriers through affordable products and wider distribution beyond urban centers was shown to improve intention–behavior conversion. Originality/Value : The current study is an extension of the theory of planned behavior, incorporating culturally specific knowledge and structural market constraints in the Indian context. It contributes to understanding the sustainability intention–behavior gap and offers practical strategies for firms to align consumer intentions with sustainable purchasing behavior in emerging economies.
Purpose : This study investigated consumers’ emotional responses to virtual humans and examined how these responses influenced attitudes toward virtual humans. Specifically, the study focused on the roles of familiarity and self-image congruence as antecedent factors affecting emotional responses. Methodology : A research model was developed incorporating familiarity and self-image congruence as independent variables, emotional responses (pleasure, arousal, and dominance (PAD)) as mediating variables, and attitude toward the virtual human as the dependent variable. A survey was conducted with 263 female college students, and the proposed model was tested using structural equation modeling (SEM). Findings : The results showed that familiarity with virtual humans had a significant positive effect on all three emotional dimensions: pleasure, arousal, and dominance (PAD). Self-image congruence significantly influenced pleasure and dominance, but not arousal. Among the emotional responses, only pleasure had a significant positive effect on attitudes toward the virtual human, whereas arousal and dominance did not show significant effects. Practical Implications : The findings suggested that practitioners should prioritize strategies that enhance users’ familiarity with virtual humans and design virtual human images that align with consumers’ self-image to elicit positive emotional responses. In particular, inducing pleasure was critical, as it directly influences attitudes toward virtual humans. Originality : This study contributed to the literature by integrating antecedents and consequences of emotional responses into a single research model in the context of virtual humans, highlighting the differential roles of emotional dimensions in shaping attitudes.
Purpose : This research scrutinized the influence of the Lemons market problem arising from information asymmetry in the solar products market. On the other hand, certain innovation diffusion factors were also studied that encouraged the adoption of solar products. Methodology : A purposive sampling technique was used to select customers or potential customers of solar products from rural regions of Pune district. A structured questionnaire was circulated, and 568 complete responses were collected. The collected data were analyzed using structural equation modeling with software such as SPSS and AMOS. Findings : Lemons market problem had a significant negative influence on the adoption of solar products, while innovation diffusion factors had a positive and significant effect. Practical Implications : Marketers, dealers, and sellers of solar products should address information asymmetry by transparently communicating the actual quality and benefits of their products. They should provide free trials and peer demonstrations to escalate solar adoption. Signaling techniques such as certifications, warranties, clear pricing, and reliable after-sales services could address the Lemons Market problem and boost solar adoption. Value : Unlike previous studies on solar adoption, the current research pioneered the analysis of the combined effects of the diffusion of innovation factors and the market for Lemons theory in the context of solar acceptance. Thus, this study clarified vital barriers and drivers of solar adoption contributing to the solar energy and marketing literature.
Purpose : This study aimed to examine the impact of consumer ethnocentrism on purchase willingness for indigenous products, particularly khadi, across different generational cohorts in India. It also investigated the mediating role of direct and indirect role models in influencing consumer behavior. Methodology : A quantitative research design was adopted using a structured questionnaire to collect primary data from consumers in metropolitan cities in India. A total of 238 valid responses were analyzed and categorized into Baby Boomers, Generation X, and Generation Y. One-way ANOVA and post hoc tests were used to examine generational differences, while multiple regression analysis was conducted to assess the influence of consumer ethnocentrism and role models on purchase willingness across cohorts. Findings : The results indicated significant generational differences in consumer ethnocentrism. Ethnocentrism was found to be a significant predictor of purchase willingness among Baby Boomers and Generation X. However, for Generation Y, neither consumer ethnocentrism nor role models significantly influenced purchase willingness. Research Limitations/Implications : The study is limited to metropolitan consumers and a specific cultural product (khadi), which may restrict generalizability. Future research could expand to other regions, product categories, and generational groups. Practical Implications : The findings provided insights for policymakers and marketers to design targeted strategies for promoting indigenous products by considering generational differences and leveraging ethnocentric tendencies. Originality/Value : This study contributed to the literature by integrating consumer ethnocentrism, generational cohort analysis, and role model influence in the context of indigenous product consumption in India.
Purpose : There has been a transitional shift in the choice and consumption of consumers due to rising environmental awareness and digital marketing strategies. Green consumers prefer sustainable products that can be recycled and reused ; consume clean, renewable energy ; and purchase ethically sourced products that minimize environmental harm. The purpose of this study was to identify the enablers of green consumer behavior in digital markets. Methodology : We have followed the steps laid down by Total Interpretive Structural Modeling (TISM). Seven enablers were identified through a literature review and validated through the Delphi method. The fuzzy MICMAC analysis helped to classify the enablers. Findings : The hypothesized TISM model of the enablers of green consumer behavior in digital markets comprised four levels that represent the direct and indirect relationships among the identified seven enablers. Social influence and peer pressure represented level 1 followed by environmental awareness and education, perceived value, and willingness to pay at level 2. Level three of the model was digital nudge, personalization, and Government regulations. The final level of the model was represented by green trust and transparency as well as green branding and marketing strategies. The Fuzzy MICMAC analysis showed that the enablers fell into the driver and dependent variable categories, further validating their importance in the model. The drivers in the model included environmental awareness and education, green trust and transparency, perceived value, and willingness to pay. The dependent enablers were social influence and peer pressure, digital nudge and personalization, green branding and marketing strategies, and Government regulations. Practical Implications : The study extended research on consumer behavior by focusing on green consumer behavior, with an emphasis on digital markets. The study has implications for e-commerce managers to identify influential enablers for efficient resource utilization. The study has implications for digital marketers to enhance green consumer purchasing through digital nudges, personalization, and practical green branding strategies. Originality : Unlike prior research, the current study explored the enablers of green consumer behavior in digital markets and systematically developed a hypothesized model that highlights their linkages, using TISM and Fuzzy MICMAC analysis.
Purpose : The study depicted the revolutionary approach of generative artificial intelligence (GAI) in e-tail that has boost customer engagement with tailored support, co-creation outcomes, predictive insights, and dynamic mapping of their shopping journey. The research identified crucial touch-points of the technology that resulted in intensified customer engagement and prompt-to-purchase action. Design/Methodology/Approach : An interview-based qualitative investigation was carried out utilizing NVIVO-15 software to develop a conceptual model using the extended technology acceptance model (TAM) model, customer engagement model, and stimulus-organism-response (S-O-R) theory. Thirty-seven semi-structured in-depth interviews with online customers were conducted using the convenience sampling technique. Findings : A conceptual model was developed to identify the factors impacting the prompt-to-purchase action of online customers. The study acknowledged directly and indirectly influencing factors (i.e., perceived usefulness, trust in GAI, perceived ease of use, -driven customer engagement, and purchase intention), which affected prompt-to-purchase action. Implications : The research delved deep into the fact that GAI in e-tail played a significant role in value creation for customers as well as the firm and stood as a game-changer. Its application in e-tail has not only provided creative assistance to its users but also augmented conversational commerce, driven product innovation, navigated through varied customer data patterns, and delivered customized service; it has eclipsed competitors and has hit the market ground well. Originality/Value : The study highlighted a holistic framework that provided a comprehensive view of the aspects of GAI and has driven greater effectiveness in customer engagement, which is rare and can serve as an optimistic model for commercial leaders in gaining advance momentum in business. The uniqueness of the model comprising the extended TAM Model, customer engagement model, and S-O-R theory provided a glaring aspect of leveraging AI to engross customers with e-tails.
Green marketing has gained more and more popularity as companies advertise green products, but greenwashing as a phenomenon has put tremendous challenges on the creation of consumer confidence. Purpose : The research question examined in this paper explored greenwashing, green brand equity, green brand trust, green brand image, green brand confusion, and purchase intention in order to explain the overall impact of this relationship on consumer behavior. Methodology : The quantitative survey design was used in order to investigate the effect of greenwashing on consumer trust and brand loyalty. The authors also measured the roles of brand equity and brand image on the preference for green purchase behavior. Findings : The findings revealed that green brand trust and equity reduced the negative effects of greenwashing and brand confusion, and thus, enhanced purchase intentions. These results would offer practical information to brands that are trying to find sustainable ways to survive. Practical Implications : The paper suggested that companies should shift their attention to authentic and transparent green claims so that they can address customer confusion and build trust. Retailers could promote the value of the brand and stimulate the purchase of true eco-friendly products by integrating open communication and applying certified eco-labels. Originality : This study is unique as it examined the impact of greenwashing and determinants of green brands on consumer purchase intentions in offline retail contexts, which have had minimal studies in previous literature.
Purpose : The objective of the current research was to examine the impact of brand value co-creation on brand evangelism with an emphasis on the serial mediating roles of brand love and brand commitment. As customers became more participatory and value-oriented, understanding how co-creation transformed emotional attachment into advocacy behaviour became crucial for sustainable brand growth. Methodology : Data were gathered through an online structured questionnaire administered to Indian consumers who were aware of sustainable cosmetic brands. The study followed a descriptive and cross-sectional research design. A total of 368 valid responses were obtained, and the proposed framework was tested using AMOS 24 and SPSS 26. Findings : The analysis confirmed the presence of a serial mediation process. Brand value co-creation positively affected brand evangelism, and this relationship operated through brand love and brand commitment. The results suggested that when consumers participated in co-creation activities, they developed a stronger emotional attachment and a deeper sense of commitment, which together prompted them to promote the brand enthusiastically. Practical Implications : The study highlighted the importance of designing co-creation strategies that nurtured brand love and commitment. Managers were encouraged to promote authentic consumer participation and transparent communication to cultivate emotional engagement, strengthen commitment, and convert satisfied customers into active brand evangelists. Originality : This research expanded the service-dominant logic by empirically confirming a serial mediation model that connected brand value co-creation, brand love, brand commitment, and brand evangelism within the sustainable cosmetics sector, which has been scarcely studied academically.
Purpose : This study examined the antecedents of green purchase behaviour in e-commerce for personal care products. Given the increasing importance of sustainable consumption and the relatively low adoption of GPCPs online, the study sought to develop a deeper behavioural understanding that can support strategies for increasing green consumption. Methodology : A qualitative study was conducted using Clarke and Braun’s thematic analysis technique. Data were gathered through semi-structured interviews and analyzed in order to identify consumer patterns and insights into environmentally-minded consumption behaviour. Findings : There were eight major themes found in this study: Green Empowerment, Eco-Conscious Motivation, Sustainable Shopping Delight, Green Product Accessibility, Eco-Transparency, Social Influence, Green Quality Assurance, and Cost-Value-Balance. These themes were integrated into a holistic model that incorporates contextual factors, supplier characteristics, and regulatory requirements that influence the environmentally-conscious online shopping of personal care products. Implications : These findings provided useful insights to e-commerce platforms, sustainable personal care brands, and policymakers. The study highlighted the importance of improving product accessibility, enhancing product information, and streamlining the online shopping process for consumers. Originality : This study addressed a major gap in sustainable consumption literature by offering qualitative insights into GPCP purchasing, a high-use category that remains under-researched in online contexts. The study also proposed a model that integrated emotional benefits, empowerment mechanisms, and e-commerce - specific transparency and accessibility factors into a single framework not addressed in prior research.
Purpose : This research paper explored the evolution of brand advocacy, focusing on the shift from conventional brand advocacy dominated by traditional word-of-mouth (WOM) to online brand advocacy (OBA) reflected in the user-generated content (UGC). The study also brought into focus the shift in the major themes that underlie the concept of brand advocacy while crossing over the paradigm to a modern and more relevant form of brand advocacy in the digital context. In addition, the role of reviews and ratings in enhancing brand advocacy was also explored in the current study.Methodology : A content analysis of the peer-reviewed papers published between January 2010 and February 2025 was conducted using the Scopus database. The articles were filtered based on the ABDC 2024 Journal Quality List (A*, A, and B categories) across relevant business disciplines to carry out the comprehensive review. The articles were then subjected to thematic analysis to extract key insights into the two forms of brand advocacy: conventional and online.Findings : The study found that the shift from conventional brand advocacy to OBA had significantly altered how customers expressed brand preferences and influenced others. The OBA has a clear edge over conventional forms of advocacy, reflected by its greater reach, higher brand visibility, broader communication potential, and unbounded by time and capability of sharing virtual cues. OBA, therefore, would significantly impact business growth, especially through organic marketing methods like UGC. The findings emphasized the increasing role of OBA in enhancing consumer engagement and brand loyalty in the digital landscape. The study proposed cognitive, emotional, relational, experiential, and behavioral dimensions as important drivers of brand advocacy behavior.Practical Implications : The study offered a structured approach to understanding the dynamics of brand advocacy, with implications for corporates, marketers, and academia. Insights from this study could be leveraged by marketers in order to develop strategies that capitalize on OBA, especially through UGC, to enhance brand visibility and foster meaningful customer relationships.Originality : While earlier authors have presented their manifestations of brand advocacy in terms of its antecedents and relationships with various marketing outcomes, this study provided a new lens to visualize the concept of brand advocacy as a continuum from traditional WOM to brand advocacy in the digital era. Various conceptual themes in the context of two forms of advocacy emerged as a result of thematic analysis performed on identified articles that were published in a specific time period.
