Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Shalini, P.; Gokilavani, R.; Durgarani, M.; Manokaran, Deepa; Catherine, S.; Selvi, K. Title A name given to the resource Systematic Review on Online Brand Advocacy's (OBA) Antecedents and Consequences Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived Indian Journal of Information Sources and Services;Volume;16;Issue;1;pp.691-701 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.51983/ijiss-2026.16.1.72" target="_blank" rel="noreferrer noopener">https://doi.org/10.51983/ijiss-2026.16.1.72</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105031007533?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105031007533?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Shalini P., Department of Management Studies, Saveetha Engineering College, Thandalam, Chennai, Tamil Nadu, India; Gokilavani R., School of Commerce, Finance &amp; Accountancy, CHIRST University, Bengaluru, Karnataka, India; Durgarani M., School of Business and Management, CHRIST University, Bengaluru, Karnataka, India; Manokaran D., Department of Management Studies, Saveetha Engineering College, Thandalam, Chennai, Tamil Nadu, India; Catherine S., Department of Management Studies, Saveetha Engineering College, Thandalam, Chennai, Tamil Nadu, India; Selvi K., Department of Management Studies, Saveetha Engineering College, Thandalam, Chennai, Tamil Nadu, India Description An account of the resource Objective: The primary objective of this study is to discern and synthesize the antecedents and consequences of online brand advocacy (OBA) through a systematic review of empirical studies that employ OBA as a measurable construct. In this study, the gap in our knowledge about the drivers and the effect of OBA is identified, with the synthesis of empirical evidence being made on a systematic level to determine the main antecedents and outcomes of OBA. Methodology: A total of 35 peer-reviewed articles were compiled from Web of Science, Taylor and Francis, Springer, and Sage databases. The search keywords included OBA, Online brand advocacy, and brand advocacy. Inclusion criteria were restricted to quantitative, survey-based empirical studies conducted between 2010 to 2021. Findings: The antecedents, consequences and theories of OBA were categorised into six themes: customer-brand relational factors were brand identification, brand equity, trust factors, brand loyalty, brand authenticity, customer satisfaction, individual factors were intrinsic and extrinsic motivations, personality congruence, brand experience, brand love, cognitive and affective image and social factors were community involvement, brand community attachment, social identity, firm performance, wealth creation. Based on theoretical foundations, we have the social identity theory and the social influence theory as the last theme. Originality/value: This review is novel in compiling and categorising the antecedents, consequences, and theories of OBA as used in empirical studies, providing a solid foundation for advancing research on OBA. The Research Publication,. Subject The topic of the resource Advocates; An Online Platform; Antecedents; Consequences; OBA; Online Brand Advocacy Publisher An entity responsible for making the resource available The Research Publication Relation A related resource ISSN: 22316094; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource All Open Access; Hybrid Gold Open Access Format The file format, physical medium, or dimensions of the resource online