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 (Published)
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.