A Review of Brand Evangelism in the Digital Era: A Structured Review of Social Media-Driven Advocacy
DOI:
https://doi.org/10.66210/yhjbew62Keywords:
Brand Evangelism, Digital Era, Social Media, Advocacy, Systematic Review.Abstract
The objective of the article is to provide a systematic examination of brand evangelism in the digital phase, emphasizing the part of social media in building customer advocacy. The study incorporated online databases such as Elsevier, Emerald, EBSCO, Taylor & Francis, Springer, and Google Scholar. A total of 165 articles were utilized for the study. This article explores the fundamental concepts, drivers, and effects of brand evangelism in the digital age, highlighting consumer advocacy driven by social media. The review notes that consumer brand connections, emotional engagement, brand love, trust, affective commitment, online brand communities, influencer marketing, immersive technologies, and user-generated content are some of the key contributors to brand evangelism. The data also show that relationship quality, brand trust, and affective commitment increase evangelical behaviors with positive word-of-mouth, brand defense, and loyalty. The review concludes that interactive, emotionally engaging, and communal brand experiences can build brand loyalty and digital competitive advantage.
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