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Determinants of Intention to Forward Online Company-generated Content via Facebook
Published 2019-05-01“… 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. …”
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Determinants of Intention to Forward Online Company-generated Content via Facebook
Published 2019-05-01“… 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. …”
Get full text
Article -
3
Determinants of Intention to Forward Online Company-generated Content via Facebook
Published 2019-05-01“… 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. …”
Get full text
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