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Stimulus-Organism-Response Model: Antecedent and Consequent Customer Engagement
Advances in Economics, Business and Management Research
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. Eachdoi:10.2991/aebmr.k.220602.038 fatcat:jrnxiqy4jfdc5i4gz5zao4mdki