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Determinants of Intention to Forward Online Company-generated Content via Facebook

Author

Listed:
  • Mahmoud Yasin

    (Department of Marketing, Arab American University, Palestine, Jenin,)

  • Lucía Porcu

    (Department of Marketing and Market Research, University of Granada, Spain)

  • Francisco Liébana-Cabanillas

    (Department of Marketing and Market Research, University of Granada, Spain)

Abstract

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.

Suggested Citation

  • Mahmoud Yasin & Lucía Porcu & Francisco Liébana-Cabanillas, 2019. "Determinants of Intention to Forward Online Company-generated Content via Facebook," International Review of Management and Marketing, Econjournals, vol. 9(3), pages 148-157.
    • Handle: RePEc:eco:journ3:2019-03-18
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    Citations

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    Cited by:

    1. Francisco Liébana-Cabanillas & Francisco Muñoz-Leiva & Sebastián Molinillo & Elena Higueras-Castillo, 2022. "Do biometric payment systems work during the COVID-19 pandemic? Insights from the Spanish users' viewpoint," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 8(1), pages 1-25, December.
    2. Fathor AS & Fatimatul Fatmariyah, 2023. "Exploration of Salt Farmers’ E-Marketing Strategy: A Lesson from Madura Island, Indonesia," International Review of Management and Marketing, Econjournals, vol. 13(3), pages 25-32, May.

    More about this item

    Keywords

    Company-generated content; brand experience; trustworthiness; subjective norms; perceived usefulness;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • C12 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Hypothesis Testing: General

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