Title:
The Influence of Perceived Quality and Brand Interaction on Online Brand Advocacy Through Brand Trust and Affective Commitment

Authors:
Sigma Mutiara, Ahmad Ikhwan Setiawan, Indonesia

Abstract:

This study analyzes the influence of perceived quality and brand interaction on online brand advocacy at PT. XYZ, with brand trust and affective commitment as mediating variables. Data were collected from 410 active social media customers through a survey measuring five key variables. The results indicate that perceived quality does not have a significant effect on brand trust, while brand interaction has a significant positive effect. Brand trust significantly influences affective commitment but does not have a direct effect on online brand advocacy. However, affective commitment has a significant positive effect on online brand advocacy and serves as a full mediator in the relationship between brand trust and online brand advocacy. These findings suggest that customers’ emotional attachment to a brand plays a crucial role in driving online advocacy behavior. The practical implication of this study highlights the importance of fostering high-quality interactions with customers and strengthening affective commitment to build sustainable online brand advocacy.

DOI: https://doi.org/10.51505/IJEBMR.2025.9618