Brand Advocacy Research: A Performance Analysis Between 2007 and 2024

This study intends to give a complete performance analysis of brand advocacy research, showing its publication pattern and most influential publications. The analysis, which uses data from the Scopus database, combines performance analysis and science mapping tools. The inclusion requirements were that the sources be peer-reviewed academic publications written in English and published between 2007 and May 14, 2024. The stringent screening method reduced our dataset from an initial 214 documents to 167 highly relevant publications. The data show considerable growth in brand advocacy research, particularly after 2020, with a large rise in publications in 2023. Notable authors include Nour Adham Abdelrazek, S B Abdinagoro, and Allam Abu Farah. The study's conclusions for managers include the necessity for strong digital engagement strategies, the integration of CSR activities, and an emphasis on emotional and relational components of customer behaviour to increase brand advocacy.