... content (UGC) in the context of Islamic banks and how it can enhance the level of brand engagement and purchase intention of customers. Design/methodology/approach The methodology for this research is designed by following the features of qualitative research methods and a social constructivism...

...Muhammad Naeem Purpose Customers are interested in finding service recommendations, reviews and word of mouth using social networking platforms. These service reviews are useful for enhancing service quality, level of information and engagement, and purchase intention of customers. The purpose...