Does justice affect brand advocacy? Online brand advocacy behaviors as a response to hotel customers’ justice perceptions |
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| Institution: | 1. Galatasaray University, Faculty of Economics and Administrative Sciences, Department of Business Administration, 34353, Istanbul, Turkey;2. Yalova University, Institute of Graduate Studies, Department of Business Administration, 77200, Yalova, Turkey;1. Department of Marketing, Branding & Tourism, Middlesex University, Business School, W207, Williams Building, Hendon Campus, The Burroughs, London, NW4 4BT, UK;2. Department of Digital and Data Driven Marketing, Southampton Business School, University of Southampton, 2/3065, Southampton, Hampshire, SO17 1BJ, UK;3. Department of Management Science and Technology, School of Business and Economics, International Hellenic University, Kavala University Campus, Greece;1. College of Tourism, Hainan University, Haikou, China;2. College of Computer Science and Technology, Hainan University, Haikou, China;1. School of Business Administration, Shandong Technology and Business University, Yantai, 264005, China;2. Business School, Chengdu University, Chengdu, 610106, China;3. School of Management and Economics, University of Electronic Science and Technology of China, Chengdu, 611731, China;1. School of Management, Hefei University of Technology, Hefei, China;2. Key Laboratory of Process Optimization and Intelligent Decision-Making, Ministry of Education, Hefei, China;3. Laboratory of Applied Brain and Cognitive Sciences, School of Business and Management, Shanghai International Studies University, Shanghai, China;1. Department of Marketing, Nottingham Business School, Nottingham Trent University, Nottingham, United Kingdom;2. Department of Marketing, University of Sadat City, Sadat City, Menofia, Egypt;3. College of Business Administration, Jazan University, Saudi Arabia;4. Faculty of Tourism and Hotels, University of Sadat City, Menofia, Egypt;5. Finance Department, King Abdulaziz University, College of Business, Rabigh, Saudi Arabia;6. Department of Marketing, King Abdulaziz University, College of Business, Rabigh, Saudi Arabia;7. MSA university, 6th of October City, Egypt;8. Gulf University for Science and Technology, Kuwait;9. Faculty of commerce, Mansoura University, Egypt;10. School of Business, University of Dundee, 1-3 Perth Rd, Dundee DD1 4JW, UK;11. Business Administration, Department of Faculty of Commerce-Assiut University, Egypt |
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| Abstract: | This study focuses on customers' information-sharing behavior in the context of online brand advocacy behavior regarding hotel brands. We aim to explain hotel customers' online brand advocacy behavior through three-sided justice evaluations (i.e., justice for employees, justice for the self, and global belief in a just world), and their hotel satisfaction. Hypotheses are tested by using survey data acquired from 688 individuals on Amazon's Mechanical Turk (MTurk) through partial least squares structural equation modeling (PLS-SEM). The findings show that customers' perceptions of justice for the self positively affect their hotel satisfaction, perceptions of justice for employees and the global belief in a just world positively affect online brand advocacy behavior, and hotel satisfaction also positively affects online brand advocacy behavior. We expand current research efforts on online brand advocacy research and provide theoretical and managerial implications for the development of marketing and management research and practice. |
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| Keywords: | Online brand advocacy Justice for employees Justice for the self The global belief in a just world Hotel satisfaction |
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