Stimulus-Organism-Response Model: Antecedent and Consequent Customer Engagement
- 10.2991/aebmr.k.220602.038How to use a DOI?
- Information Quality; System Quality; Customer Engagement; Brand Loyalty; Online Brand Community; SOR Model
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 Online 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.
- © 2022 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article distributed under the CC BY-NC 4.0 license.
Cite this article
TY - CONF AU - Nunik Dhian Rahmawati AU - Rini Kuswati PY - 2022 DA - 2022/06/13 TI - Stimulus-Organism-Response Model: Antecedent and Consequent Customer Engagement BT - Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022) PB - Atlantis Press SP - 288 EP - 296 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.220602.038 DO - 10.2991/aebmr.k.220602.038 ID - Rahmawati2022 ER -