Stimulus-Organism-Response Model: Antecedent and Consequent Customer Engagement

Nunik Dhian Rahmawati, Rini Kuswati
2022 Advances in Economics, Business and Management Research   unpublished
This study investigates the impact of customer engagement on the characteristics of Online Brand Community (information quality and system quality) on brand loyalty. The respondents of this study were the general public in the Solo Raya area who had interacted with the Smartfren Community. 196 respondents met the research criteria. Data processing was conducted by employing the PLS-SEM analysis tool to test the model developed using the application of the stimulus-organism-response model. Each
more » ... nline Brand Community (OBC) characteristic shows a significant positive effect on customer engagement. Customer engagement has a significant positive effect on brand loyalty. Customer engagement effectively mediates the relationship between information quality and system quality on brand loyalty. The hypothesized model of the stimulus-organism-response framework was validated among a sample of emerging markets, with a focus on customer engagement on OBC characteristics of brand loyalty.
doi:10.2991/aebmr.k.220602.038 fatcat:jrnxiqy4jfdc5i4gz5zao4mdki