The role of customer online brand experience in customers' intention to forward online company-generated content: The case of the Islamic online banking sector in Palestine

Yasin, Mahmoud and Liébana-Cabanillas, Francisco and Porcu, Lucia and Kayef, Rasem N.,(2020), The role of customer online brand experience in customers' intention to forward online company-generated content: The case of the Islamic online banking sector in Palestine. , Journal of Retailing and Consumer Services 52 (2020), UNSPECIFIED

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Abstract

The purpose of this study is twofold: Firstly, to assess the impact of customer online brand experience (COBE) with online banking on customer's intention to forward online company-generated content (CGC). Secondly, to explore the role of online brand community engagement (OBCE) and the perceived trust of brand community page (BCP) as mediating variables between COBE and the intention to forward online CGC. This research conducted an online survey among various Islamic bank customers in Palestine who were members of online brand communities (fan pages) on Facebook. 375 valid responses were collected and results revealed that COBE exerts a dual influence on intention to forward CGC. This study is a pioneering empirical research on the role of OBCE in customers' intention to forward online CGC within the fast-growing Islamic banking industry. This study contributes to fill this research gap by assessing the effect of COBE on OBCE and intention to forward online CGC within the context of the Islamic online banking sector in Palestine. In this sense, this study is a first-of-its-kind research on the role of experience on customer engagement with regard to online brand communities of Islamic banks.
Keywords : Customer online brand experience; Online brand community engagement; Company-generated content; Islamic banking; Intention to forward, UNSPECIFIED
Journal or Publication Title: Journal of Retailing and Consumer Services 52 (2020)
Volume: 52
Number: UNSPECIFIED
Item Type: Article
Subjects: Ekonomi Islam
Depositing User: Heru Prastyo
Date Deposited: 23 Dec 2019 03:26
Last Modified: 23 Dec 2019 03:26
URI: https://repofeb.undip.ac.id/id/eprint/646

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