The impact of customer personality and online brand community engagement on intention to forward company and users generated content: palestinian banking industry a case

Abstract

Personality five characteristics are playing a crucial role on the intention to forward Online Company Generated Content and user-generated content mediated by online brand community engagement. This paper is applied in the case of the 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 a 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 a positive influence on online brand community engagement. It also found that online brand community engagement plays a 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.