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: | , , |
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| Format: | Article |
| Language: | English |
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EconJournals
2019-05-01
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| Series: | International Review of Management and Marketing |
| Online Access: | http://mail.econjournals.com/index.php/irmm/article/view/7988 |
| _version_ | 1797911623144308736 |
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| author | Mahmoud Yasin LucÃa Porcu Francisco Liébana-Cabanillas |
| author_facet | Mahmoud Yasin LucÃa Porcu Francisco Liébana-Cabanillas |
| author_sort | Mahmoud Yasin |
| collection | DOAJ |
| description |
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 and the intention to forward online CGC and b) the mediating effect of Facebook perceived usefulness on the influence of subjective norms and source trustworthiness on the intention to forward online CGC. A sample of 404 users was recruited, and data collected by means of questionnaires distributed via email and personal interviews. The dataset obtained was analyzed using Structural Equation Modeling. The findings demonstrate the mediating effect of attitude as the main antecedent of intention to forward online CGC. Relevant scholarly and managerial implications are drawn for financial entities and the agencies that provide them with corporate and marketing communications services.
Keywords: Company-generated content; brand experience; trustworthiness; subjective norms; perceived usefulness
JEL Classifications: M15, M31, C12
DOI: https://doi.org/10.32479/irmm.7988
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| first_indexed | 2024-04-10T11:44:34Z |
| format | Article |
| id | doaj.art-efd8fcd25ca34048ab470940b02eb18e |
| institution | Directory Open Access Journal |
| issn | 2146-4405 |
| language | English |
| last_indexed | 2024-04-10T11:44:34Z |
| publishDate | 2019-05-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj.art-efd8fcd25ca34048ab470940b02eb18e2023-02-15T16:17:26ZengEconJournalsInternational Review of Management and Marketing2146-44052019-05-0193Determinants of Intention to Forward Online Company-generated Content via FacebookMahmoud YasinLucÃa PorcuFrancisco Liébana-Cabanillas0Francisco J. Liébana Cabanillas Department Director Associate Professor Marketing and Market Research Department Faculty of Economics and Business Administration University of Granada Campus Universitario La Cartuja, s/n 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 and the intention to forward online CGC and b) the mediating effect of Facebook perceived usefulness on the influence of subjective norms and source trustworthiness on the intention to forward online CGC. A sample of 404 users was recruited, and data collected by means of questionnaires distributed via email and personal interviews. The dataset obtained was analyzed using Structural Equation Modeling. The findings demonstrate the mediating effect of attitude as the main antecedent of intention to forward online CGC. Relevant scholarly and managerial implications are drawn for financial entities and the agencies that provide them with corporate and marketing communications services. Keywords: Company-generated content; brand experience; trustworthiness; subjective norms; perceived usefulness JEL Classifications: M15, M31, C12 DOI: https://doi.org/10.32479/irmm.7988 http://mail.econjournals.com/index.php/irmm/article/view/7988 |
| spellingShingle | Mahmoud Yasin LucÃa Porcu Francisco Liébana-Cabanillas Determinants of Intention to Forward Online Company-generated Content via Facebook International Review of Management and Marketing |
| title | Determinants of Intention to Forward Online Company-generated Content via Facebook |
| title_full | Determinants of Intention to Forward Online Company-generated Content via Facebook |
| title_fullStr | Determinants of Intention to Forward Online Company-generated Content via Facebook |
| title_full_unstemmed | Determinants of Intention to Forward Online Company-generated Content via Facebook |
| title_short | Determinants of Intention to Forward Online Company-generated Content via Facebook |
| title_sort | determinants of intention to forward online company generated content via facebook |
| url | http://mail.econjournals.com/index.php/irmm/article/view/7988 |
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