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

  • Soad A. Al-Meshal
  • Afnan S. Al-Zoman
Keywords: consumer brand engagement, e-wom, information search intention, brand use intention.

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.
Published
2019-03-31
How to Cite
A. Al-Meshal, S., & S. Al-Zoman, A. (2019). 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. British Journal of Marketing Studies, 7(2), 15-28. Retrieved from https://bjmsjournal.org/index.php/bjms/article/view/243