KOREASCHOLAR

This research examines the concepts of customer brand engagement (CBE) and perceived social presence (PSP) in a corporate Facebook context, and tests whether CBE and PSP have an impact on brand trust. CBE has well-defined sub-dimensions that are about behavioral, emotional and cognitive, and motivational aspects. The sample (n=461) is from Kuwait, and asks about use of corporate Facebook pages for smart phones. All three of the CBE sub-dimensions have a significant impact on brand trust. PSP influences the CBE sub-dimensions, and it also influences brand trust directly. Brand trust does impact brand loyalty in the corporate Facebook context.

• Mohsen Bagnied(American University of Kuwait, Kuwait)
• Mark Speece(American University of Kuwait, Kuwait)
• Wimmala Pongpaew(Dhurakij Pundit University International College, Thailand)