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 |
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| Institution: | 1. Universidad Autónoma de Madrid, Madrid, Spain;2. Barcelona School of Management – Universitat Pompeu Fabra, Barcelona, Spain;1. Civil Engineering Department, University of Alicante, Spain;2. University of Alicante, Spain;1. Department of Management Sciences, Capital University of Science and Technology, Islamabad, Pakistan;2. Kulliyyah of Information Technology (KICT), International Islamic University, Kuala Lumpur, Malaysia;3. Department of Management Sciences, Yanbu University College, Yanbu, Saudi Arabia |
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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. |
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| Keywords: | Customer online brand experience Online brand community engagement Company-generated content Islamic banking Intention to forward |
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