Title: Influence of momentum effect on brand advocacy and brand loyalty in social networking sites

Authors: Rahul Sharma; Rajesh Verma

Addresses: Mittal School of Business, Lovely Professional University, Punjab, India ' Mittal School of Business, Lovely Professional University, Punjab, India

Abstract: Social networking sites offer a platform to create an online presence for a brand and marketers, creating a direct interface to reach customers and to create effective communication. Online social networks provide an easy opportunity for people to consult peers, share an opinion and pass on information related to brands among peers. This basic idea of sharing information by consumers with other consumers lead to the formation of momentum effect. Momentum effect occurs when people use brand-related content/data as a reference point in doing conversations in any form on online social networks. The purpose of this research was to study whether the momentum effect on social networking sites influences brand loyalty and brand advocacy. It was found that momentum effect influences both brand loyalty as well as brand advocacy, but the influence on brand loyalty was more. Sharing of brand-related communication by a network of friends in online social networking sites help in the creation of more of brand loyalty than brand advocacy.

Keywords: momentum effect; social networking sites; brand loyalty; brand advocacy.

DOI: 10.1504/IJBG.2020.105168

International Journal of Business and Globalisation, 2020 Vol.24 No.2, pp.201 - 211

Received: 16 Apr 2017
Accepted: 09 May 2018

Published online: 05 Feb 2020 *

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