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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.

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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.

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