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dc.contributor.authorYasin, Mahmoud
dc.contributor.authorPorcu, Lucía 
dc.contributor.authorLiébana Cabanillas, Francisco José 
dc.date.accessioned2020-06-23T11:42:35Z
dc.date.available2020-06-23T11:42:35Z
dc.date.issued2020-05
dc.identifier.citationMahmoud Yasin, Lucia Porcu, Mohammed T. Abusharbeh & Francisco Liébana-Cabanillas (2020) The impact of customer personality and online brand community engagement on intention to forward company and users generated content: palestinian banking industry a case, Economic Research-Ekonomska Istraživanja, 33:1, 1985-2006, [DOI: 10.1080/1331677X.2020.1752277]es_ES
dc.identifier.urihttp://hdl.handle.net/10481/62666
dc.description.abstractPersonality five characteristics are playing crucial role on intention to forward Online Company Generated Content and user generated content mediated by online brand community engagement. This paper is applied on a case of banking industry in order to perceive a long run relationship between banks operating in Palestine and their customers. The total of 685 valid questionnaires were collected from online banking sector in Palestine, who is member of online brand community in Facebook. Moreover, the data were analysed and processed by structural equation model. The results reveal that personality traits (extraversion, conscientiousness, and openness) have positive influence on online brand community engagement. It also found that online brand community engagement plays vital role in inducing clients to forward CGC and UGC. Simultaneously, the results provide banks with a valuable implication on how banking industry can attract more customers in online brand community website and perceived trust of banks services and products.es_ES
dc.language.isoenges_ES
dc.publisherInforma UK Limited (Taylor & Francis Group)es_ES
dc.rightsAtribución 3.0 España*
dc.rights.urihttp://creativecommons.org/licenses/by/3.0/es/*
dc.subjectOnline Brand Communityes_ES
dc.subjectCustomer personalityes_ES
dc.subjectCompany-generated contentes_ES
dc.subjectUsers generated contentes_ES
dc.titleThe impact of customer personality and online brand community engagement on intention to forward company and users generated content: palestinian banking industry a casees_ES
dc.typeinfo:eu-repo/semantics/articlees_ES
dc.rights.accessRightsinfo:eu-repo/semantics/openAccesses_ES
dc.identifier.doi10.1080/1331677X.2020.1752277


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Atribución 3.0 España
Except where otherwise noted, this item's license is described as Atribución 3.0 España