Thesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration

The purpose of this study is to identify the main online brand community characteristics that shape consumers{u2019} engagement toward brand as well as their resilience to negative information applying on online fashion clothing communities based in social media in Egypt.A quantitative study that includes a survey-based questionnaire was adopted in this study. 326 valid questionnaires were collected through a non-probability convenience sample from followers of online fashion clothing communities based on social networking sites. The statistical technique used for this study was (PLS-SEM) using (Smart PLS). The results of this study reveal that system quality and information quality have the strongest impact on customer engagement. Customer engagement towards brands shows the highest positive significant impact on resilience to negative information. Moreover, customer engagement fully mediates the relationships between OBC characteristics and resilience to negative information, noting that system quality and information quality bear the strongest significant impact on resilience to negative information. Finally, customer brand knowledge did not show a significant moderating effect on the relationship between OBC characteristics and customer engagement

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