• Título:  THE ANTECEDENTS OF THE INTENTION TO FORWARD ONLINE COMPANY GENERATED CONTENTS (CGC) AND ONLINE USER GENERATED CONTENTS (UGC) VIA FACEBOOK
• Autor:  Yasin, Mahmoud
• Universidad:  Universidad de Granada
• Departamento:  Comercialización e investigación de mercados
• Fecha de Lectura:  04/02/2021
• Programa de doctorado:  Programa de Doctorado en Ciencias Económicas y Empresariales por la Universidad de Granada
• Dirección: 
  • PORCU, LUCIA (DIRECTOR)
  • LIEBANA CABANILLAS, FRANCISCO JOSE (DIRECTOR)
• Tribunal: 
  • MOLINILLO JIMENEZ, SEBASTIAN (PRESIDENTE)
  • Muñoz Leiva, Francisco (SECRETARIO)
  • Gutiérrez Salcedo, María (VOCAL)
  • CARVAJAL TRUJILLO, ELENA (VOCAL)
  • Alcántara Pilar, Juan Miguel (VOCAL)
• Descriptores: 
  • CIENCIAS ECONOMICAS
• Fichero de tesis:
• ISBN:  9788413067681
• https://digibug.ugr.es/bitstream/handle/10481/66665/75058.pdf?sequence=4&isAllowed=y
• Resumen:
  Social media platforms are increasing in number and attracting users more than traditional media sites. Social networking sites provide a tremendous opportunity for marketers to expand online presence by reaching and connecting an increasing number of customers. Marketing firms and marketing professionals have started to invest their budgets in social networks and media to formulate their business, communications and marketing strategies. With these premises in mind, the general objective of this thesis is to determine the main antecedents of the customer intention to forward user-generated and company-generated contents through online brand communities on Facebook within the Palestinian financial sector. The financial sector is selected because it has become one of the services that is adopting more technological developments. The banking sector depends heavily on technology and social media became a great medium to promote products and services, to communicate with customers and to enable a dialogue amongst customers. The thesis document follows the ¿compendium of articles¿ format and it is structured as follows. The first part is composed of chapters 1, 2, 3, 4 and 5, where an introduction is provided and the literature review on the key constructs of the thesis and a description of the sphere of study (Palestinian banking sector) is presented. The second part includes the compendium of publications, which are presented in chapters 6, 7, 8, 9 and 10, where the literature review, methodology, field work, data analysis, results and conclusions are provided per each of the papers included in the compendium. Finally, the conclusions and implications are drawn and explained in detail in chapter 11. This doctoral thesis sheds light on the antecedent role of customer brand experience and customer brand engagement in the intention to forward both UGC and CGC and suggests ways to successfully implement brand communities as part of a firm¿s relationship marketing strategy. To this date, the academic literature in this field of knowledge is rather scarce, thus this research seeks to provide and support a new theoretical background for academics and practitioners in the financial and marketing fields with regard to customer engagement and customers¿ interactions in the Palestinian financial sector.