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

DOI

10.2991/aebmr.k.220602.038How to use a DOI?

Keywords

Information Quality; System Quality; Customer Engagement; Brand Loyalty; Online Brand Community; SOR Model

Abstract

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.

Copyright

© 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.

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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  -