British Journal of Marketing Studies (BJMS)

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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.

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Email ID: editor.bjms@ea-journals.org
Impact Factor: 6.80
Print ISSN: 2053-4043
Online ISSN: 2053-4051
DOI: https://doi.org/10.37745/bjms.2013

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