Determinants of Intention to Forward Online Company-generated Content via Facebook
The aim of the present study is to analyze consumer intention to forward online company-generated content (CGC) from the retail banking sector via Facebook, the leading social network, based on a) the mediating effect of attitude to forwarding online CGC on the relationship between brand experience...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
EconJournals
2019-05-01
|
| Series: | International Review of Management and Marketing |
| Online Access: | https://econjournals.com/index.php/irmm/article/view/7988 |