Creating online brand advocates: the roles of consumer-brand commitment and monetary and non-monetary incentives

Abstract

Purpose This study aims to examine the interactive influence of incentive types (monetary and non-monetary) on the relationship between consumer-brand commitment and online brand advocacy behaviour. Design/methodology/approach Data from 551 online respondents with evidence of advocacy for a brand online were analysed using structural equation modelling (AMOS 29). Findings The results show that incentives (monetary or non-monetary) play no significant role in influencing affectively committed consumers’ online brand advocacy behaviour. While monetary incentives weaken the relationship between normative commitment and online brand advocacy behaviour, the relationship is strengthened when non-monetary incentives are provided. The relationship between calculative commitment and online brand advocacy behaviour is strengthened when monetary incentives are provided rather than non-monetary incentives. Originality/value The current study represents a pioneering effort that provides new insight into the role of incentives in creating online brand advocacy behaviour.