الفهرس 
CHAPTER ONE General Framework and Literature ReviewOnly 14 pages are availabe for public view
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Abstract
Digital customer-brand interactions management becomes more urgent and important in the field of pharmaceutical companies, PCIE (Pharmaceutical companies in Egypt) this Research aims to investigate the relations in between antecedents and consequences of online brand engagement (OBE) through virtual brand communities. The instrument utilized for data collection was online questionnaire. Consequently, 322 usable questionnaires were collected electronically through varieties of digital channels from Pharmaceutical Companies in Egypt online customers based on the results of exploratory study. In addition, using Warp PLS 7, path analysis was employed to explore the causal relationships among the research variables. The Findings reveal that the OBE antecedents have significant positive effect on online brand engagement in virtual communities , also online brand engagement in virtual community’s significant positive effect on OBE consequences, also research results show that OBE antecedents have positively indirect effect on OBE consequences through virtual brand communities as intermediating variable, and also research results show that Demographics characteristic have significant differences in respondents’ opinions regarding research variables. In addition, this research also has significant practical implications and guidelines for pharmaceutical industry, and theoretical implications for researchers who are interested in research variables. Key Words: Pharmaceutical companies in Egypt, Antecedents of OBE, OBE in Digital brand communities, Consequences of OBE.