Artificial Intelligence as a Key Antecedent of Online Brand Advocacy (OBA): a Conceptual Framework Applied to SMEs

Hasna EL HAMZAOUI, Imane GHAZLANE

In the digital age, Online Brand Advice (OBA) can be defined as the set of post-purchase behaviors by which consumers spontaneously promote a brand on digital platforms by sharing recommendations and positive content. Simultaneously, the democratization of artificial intelligence (AI) offers SMEs significant opportunities to redefine customer relationships through tools previously reserved for large companies, such as chatbots and algorithmic personalization. However, the literature remains limited, as research on AI in marketing and OBA has evolved in parallel rather than integratively. This article therefore poses the following research question: how does AI act as a lever for OBA in SMEs? Based on an integrative literature review, this work develops a conceptual framework linking three areas previously studied separately: AI in marketing, SMEs, and OBA. Our conceptual model is based on two complementary theoretical foundations: the S-O-R model and perceived value theory through the multidimensional PERVAL model. Overall, the proposed conceptual model shows that the influence of AI-related stimuli on advocacy behavior is indirect and operates through perceived value. This influence depends on the resources, size, and digital maturity of the SME, as well as the close relationship it maintains with its customers. In conclusion, the results of this study encourage SME leaders to consider AI not only as a tool for operational optimization, but also as a lever for creating perceived value, incentivizing consumers to promote the brand online.