Does justice affect brand advocacy? Online brand advocacy behaviors as a response to hotel customers’ justice perceptions


Journal of Retailing and Consumer Services, vol.73, 2023 (SSCI) identifier

  • Publication Type: Article / Article
  • Volume: 73
  • Publication Date: 2023
  • Doi Number: 10.1016/j.jretconser.2023.103310
  • Journal Name: Journal of Retailing and Consumer Services
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, Periodicals Index Online, Business Source Elite, Business Source Premier, CAB Abstracts, DIALNET
  • Keywords: Hotel satisfaction, Justice for employees, Justice for the self, Online brand advocacy, The global belief in a just world
  • Galatasaray University Affiliated: Yes


This study focuses on customers' information-sharing behavior in the context of online brand advocacy behavior regarding hotel brands. We aim to explain hotel customers' online brand advocacy behavior through three-sided justice evaluations (i.e., justice for employees, justice for the self, and global belief in a just world), and their hotel satisfaction. Hypotheses are tested by using survey data acquired from 688 individuals on Amazon's Mechanical Turk (MTurk) through partial least squares structural equation modeling (PLS-SEM). The findings show that customers' perceptions of justice for the self positively affect their hotel satisfaction, perceptions of justice for employees and the global belief in a just world positively affect online brand advocacy behavior, and hotel satisfaction also positively affects online brand advocacy behavior. We expand current research efforts on online brand advocacy research and provide theoretical and managerial implications for the development of marketing and management research and practice.