The impact of customer personality and online brand community engagement on intention to forward company and users generated content: palestinian banking industry a case

Personality five characteristics are playing crucial role on intention
to forward Online Company Generated Content and user generated
content mediated by online brand community engagement.
This paper is applied on a case of banking industry in order to
perceive a long run relationship between banks operating in
Palestine and their customers. The total of 685 valid questionnaires
were collected from online banking sector in Palestine,
who is member of online brand community in Facebook.
Moreover, the data were analysed and processed by structural
equation model. The results reveal that personality traits (extraversion,
conscientiousness, and openness) have positive influence on
online brand community engagement. It also found that online
brand community engagement plays vital role in inducing clients
to forward CGC and UGC. Simultaneously, the results provide
banks with a valuable implication on how banking industry can
attract more customers in online brand community website and
perceived trust of banks services and products.