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Online Brand Advocacy and Online Brand Detraction: Brand Management Insights

Principal Supervisor:

Dr Violetta Wilk

Abstract

This study builds on the pioneering work into Online Brand Advocacy (OBA) and Online Brand Detraction (OBD) by Wilk et al. (2018, 2019, 2020, 2021a, 2021b, 2022a, 2022b, 2023a, 2023b, 2024a, 2024b, 2025). OBA includes positive experience and knowledge sharing, brand defence in a time of crisis or need, and virtual visual cues to show support for the brand (Wilk et al., 2018). It fosters a stronger connection between the online consumer community and the brand, and shields the brand in a time of crisis. OBD is the opposite of OBA. Instigated by an adverse brand encounter, customers engage in negatively valenced behaviour, such as giving negative reviews and posting negative user-generated content (UGC), to inform others not to conduct business with the brand (Wong, 2023; Wong & Hung, 2023; Abdelrazek & El-Bassiouny, 2023; Ebbott et al., 2021; Willson et al., 2021; Wilk et al., 2023, 2024). Both constructs are relatively new to academic literature and thus present an opportunity for further investigation. Therefore, this research seeks to identify the motivators and outcomes; the industry and cultural context factors of OBA and OBD.

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