Does customer experience and digital competency matter for online brand advocacy under the lens of mediation? An extension of TAM

Purpose This quantitative research, based upon technology acceptance model (TAM) theory, is to examine the impact of Customer Experience and Digital Competency (Information and Digital Handling, Communication and Collaboration) on Online Brand Advocacy (brand defence, brand positivity, brand information sharing, virtual positive expression) through intervening role of Customer Values (Relational Value, Utility Value), Brand Reputation and Behavioral Loyalty among customers of food (Users of Foodpanda app). Design/methodology/approach A multivariate statistical approach with structural equations modeling was used for analysis. A total of 273 complete questionnaires were gathered from users of Foodpanda app for food delivery of restaurants. SPSS-24 and Smart PLS 4.1.0.0 were used for demographic analysis, and SEM (structural equation modeling) was used for data analysis. Findings Current research proposed 12 hypotheses (7 for direct relationship and 5 for mediation effect (20 subhypotheses). Results confirm that all the seven hypotheses of direct relationship are accepted. Most mediating hypotheses are accepted, whereas 1 out of 20 subhypotheses is rejected. Results indicate that the proposed theoretical model is justified. Originality/value The current study advances the current understanding of online brand advocacy by using the variable Behavioral Loyalty, Brand Reputation, Customer Values (Relational Value, Utility Value), Digital Competency (Information and Digital Handling, Communication and Collaboration) and Customer Experience with direct and intervening effect on the basis of TAM.