The antecedents of the intention to forward online company generated contents (CGC) and online user generated contents (UGC) via Facebook
Metadata
Show full item recordAuthor
Yasin, MahmoudEditorial
Universidad de Granada
Departamento
Universidad de Granada. Programa de Doctorado en Ciencias Económicas y EmpresarialesMateria
Online Brand Community Brand experience Brand community Facebook Islamic banking Palestine
Date
2021Fecha lectura
2021-02-04Referencia bibliográfica
Yasin, Mahmoud. The antecedents of the intention to forward online company generated contents (CGC) and online user generated contents (UGC) via Facebook. Granada: Universidad de Granada, 2021. [http://hdl.handle.net/10481/66665]
Sponsorship
Tesis Univ. Granada.Abstract
The present project investigated the relationships between brand experience and brand community
engagement in online and offline settings, as well as the customers intentions to forward online
company generated contents (CGC), and user generated contents (UGC). This project focused on
the Islamic banking sector operating in Palestine as a targeted sample. As mentioned earlier, this
doctoral thesis is based on five separate studies, which have been performed in order to shape the
framework with regard to brand experience and the impact on engagement behavior through
Facebook as a social media platform along with the effects on intention to forward the contents,
materials, and advertisements posted by the Islamic banks.
The results of this project revealed that brand experience plays a key role in mediating customer’s
engagement behaviors within the online brand community. In this sense, brand experience also
positively influences customer attitude and customer’s intention to forward and share online
contents generated by the Islamic banks. This study also investigated the personality traits
affecting customer’s engagement behaviors within online brand communities with the purpose to
measure customer’s intention to forward contents generated by the Islamic banks. In this regard,
the findings revealed the significant effect of personality traits on the assessment of engagement
levels within online brand communities. On the other hand, this project provides a comprehensive
framework for marketing and financial institutional firms, marketing and banks managers, emarketers,
and decision makers to understand user’s attitude, intentions, and behaviors with regard
to their engagement in social media platforms in general and the Facebook brand pages of the
Islamic banks in particular. In addition, this study aims to provide marketers with valuable
information about customers’ participation and engagement in brand communities.