The effect of brand experience on Customers’ engagement behavior within the context of online brand communities: the impact on intention to forward online company-generated content
Open accessAbstract
The purpose of this study is to assess the antecedent role of brand experience (BE) in the intention to forward online company-generated content (CGC) within an online Islamic banking sector. The present study analyzed 387 valid responses collected through an online survey conducted among a number of online Islamic bank customers in Palestine. The results of this study revealed that BE has a stronger influence on customers’ intention to forward online company-generated contents. This research pioneers the empirical research in Palestinian Islamic banking systems exploring the instrumental role of BE on customers’ engagement behaviors, as well as the intention to forward online CGC. In addition, this research aims to fill the existing gap in the under-researched area of the online branding of Islamic banking services.
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Trust significantly influences purchase intention by reducing perceived risk and facilitating consumers' transition from evaluation to behavioral intention.
“Previous empirical studies confirm that trust significantly influences purchase intention by reducing perceived risk and facilitating consumers' transition from evaluation to behavioral intention (Li et al., 2025;Yasin et al., 2019).”
From Understanding consumer purchase intention in social media influencer marketing: the mediating role of parasocial relationship and trust in the Moroccan context (2026) · cites this paper as Yasin et al., 2019
Section 2.5.1 (page unavailable) reports that trust in a brand community page may enhance purchase intention. But Section 4.3 tests a significant effect of trust on intention to forward company-generated content, not purchase intention; the paper does not establish reduced perceived risk or a transition from evaluation to behavioral intention as the mechanism. (LLM, conf=0.88)
Experimental — accuracy not yet measuredTrust reduces perceived risk and facilitates decision-making in digital environments characterized by uncertainty.
“In digital environments characterized by uncertainty, trust reduces perceived risk and facilitates decision-making (Yasin et al., 2019).”
From Understanding consumer purchase intention in social media influencer marketing: the mediating role of parasocial relationship and trust in the Moroccan context (2026) · cites this paper as Yasin et al., 2019
Trust is positively associated with purchase intention (β = 0.278), confirming its role as a key mechanism reducing perceived risk in online consumer decision-making.
“Trust, in turn, is positively associated with purchase intention (β = 0.278), confirming its role as a key mechanism reducing perceived risk in online consumer decision-making”
From Understanding consumer purchase intention in social media influencer marketing: the mediating role of parasocial relationship and trust in the Moroccan context (2026) · cites this paper as Yasin et al., 2019
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Sorted by citations
Nassim, S., Soulami, M., Hasinat, I., Nassim, I., & Touate, S. (2026) · Frontiers in Communication · doi:10.3389/fcomm.2026.1911649
- Authors
- Yasin, M., Porcu, L., & Liébana-Cabanillas, F.
- Affiliations
- Arab American University (PS)
- Department of Marketing and Market Research, University of Granada, 18071 Granada, Spain
- Universidad de Granada (ES)
- Corresponding author
- Liébana-Cabanillas, Francisco
- Venue
- Sustainability
- Publisher
- MDPI AG
- Published
- 2019-08-26
- Volume
- 11
- Issue
- 17
- Pages
- 4649
- ISSN
- 2071-1050 (ISSN-L)
- OpenAlex
- W2971303501
- Cited by
- 31
- References
- 8
- Citations by year
- 2026: 3 · 2025: 4 · 2024: 5 · 2023: 6 · 2022: 6 · 2021: 3 · 2020: 3 · 2019: 1
- FWCI
- 6.13
- Type
- journal article
- Language
- en
- Open access
- gold
- dx.doi.org
- Licence
- Locations
- Sustainability (publishedVersion, cc-by)
- RePEc: Research Papers in Economics (submittedVersion)
- Institutional Repository of the University of Granada (University of Granada) (submittedVersion, cc-by)
- LA Referencia (Red Federada de Repositorios Institucionales de Publicaciones Científicas) (submittedVersion, cc-by)
- DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Keywords
- brand experience, customer engagement behavior, online brand communities, Islamic banking, digital branding, Islamic banking customers
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