The impact of customer personality and online brand community engagement on intention to forward company and users generated content
Palestinian banking industry a case
Bibliographic Data
| ID | 15067428 |
|---|---|
| Authors | Mahmoud M Yasin (0000-0001-8795-8251, Arab American University), Mahmoud Yasin (Arab American University), Lucia Porcu (0000-0002-0517-3248, Universidad de Granada), Mohammed T Abusharbeh (Arab American University), Mohammed Т Abusharbeh (0000-0002-7978-4359, Arab American University), Francisco Liebana-Cabanillas (0000-0002-3255-0651, Universidad de Granada, corresponding author) |
| Year | 2020 |
| Volume | 33 |
| Issue | 1 |
| Pages | 1985-2006 |
| Publication date | 2020-01-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Economic Research-Ekonomska Istraživanja (JOURNAL) |
| Journal identifiers | ISSN: 1331-677X • E-ISSN: 1848-9664 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/1331677x.2020.1752277 |
| OpenAlex | W3027669796 |
| Language | EN |
| Citations received | 1 |
| References cited | 63 |
Personality five characteristics are playing crucial role on intention \nto forward Online Company Generated Content and user generated content mediated by online brand community engagement. \nThis paper is applied on a case of banking industry in order to \nperceive a long run relationship between banks operating in \nPalestine and their customers. The total of 685 valid questionnaires were collected from online banking sector in Palestine, \nwho is member of online brand community in Facebook. \nMoreover, the data were analysed and processed by structural \nequation model. The results reveal that personality traits (extraversion, conscientiousness, and openness) have positive influence on \nonline brand community engagement. It also found that online \nbrand community engagement plays vital role in inducing clients \nto forward CGC and UGC. Simultaneously, the results provide \nbanks with a valuable implication on how banking industry can \nattract more customers in online brand community website and \nperceived trust of banks services and products
Advertising · Big Five personality traits · Brand Community · Brand management · Business · Conscientiousness · Customer engagement · Extraversion and introversion · Online community · Openness to experience · Personality · Political science · Social media · Structural equation modeling · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Psychology · Social Psychology · Technology Adoption and User Behaviour · Marketing
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Brand Community
| Unique citing works | 1 |
|---|---|
| Citations per year | 0,2 |
| Citation span | 2021 - 2021 (1) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 1 |