The Influence of consumer brand engagement in social media and information search intention on brand usage intention and positive e-wom: An empirical study on Saudi context

Abstract

This paper aims to study the influence of consumer brand engagement in Social media and information search intention on brand use intention and positive E-WOM. adopting an empirical approach that uses a quantitative method and probability sampling technique. Online Survey was conducted using Web-based questionnaire where 378 questionnaires were analyzed.The findings of this study reveal that both consumer brand engagement in Social media and information search intention have a significant statistical impact on brand use intention and positive e-wom.

Keywords: consumer brand engagement; e-wom; information search intention; brand use intention.


Article Review Status: Published

Pages: 15-28 (Download PDF)

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