Abstract
Personality 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.
Highlights
Online brand communities have been evolved in last two decades and is considered a strategic marketing plan for developing firm’s products in order to offer a unique brand experiences for these communities
Hypotheses were tested through structural equation modeling (SEM) by approaching the maximum likelihood analysis and a bootstrapping technique involving 500 consecutive steps with a significance level of 95%
The independent variables explain a high percentage of the variance of Online Brand Community Engagement (OBCE) (R21⁄4 43,2%), company generated contents (CGC) (R21⁄427.8%) and User Generated Content (UGC) (R2 1⁄4 22.3%)
Summary
Online brand communities have been evolved in last two decades and is considered a strategic marketing plan for developing firm’s products in order to offer a unique brand experiences for these communities. It provides customers opportunity to benefit and share their opinions on services and products quality. Social media has been recognized as a highly effective channel for contacting with customers in the context of brand businesses. Online brand community is managed by both companies and individual investors who have the same interests and passion toward brand
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