Abstract:Extant literature suggests that opinion leaders promote brand advocacy, an innovative tool for changing organizational culture. A few studies have explored the association between opinion leaders and brand advocacy but have not examined its antecedent and consequence in a single study. Given this gap and others discussed in the study, it has extended Two-Step Flow Model and developed a conceptual framework containing four direct, two mediating, and two moderating variables. The study has focused on the Faceboo… Show more
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