Purpose

This article investigates the factors in customer engagement with electronic brand (e-brand) communities and the mechanism behind their effects. The aim is to investigate the influence of various characteristics of e-brand communities on customer engagement, satisfaction through brand loyalty, and Recommendation.

Design/methodology/approach

A survey questionnaire was administered to 320 Facebook users in Pakistan. The aim is to investigate the influence of various characteristics of e-brand communities on customer engagement, satisfaction through brand loyalty and recommendation. The data were analyzed using PLS-SEM to test a model developed under the stimulus–organism–response perspective.

Findings

Each community attribute significantly affected customer engagement, which was further found to mediate the relationship from these attributes through to customer satisfaction and then to brand loyalty and recommendation.

Originality/value

An original model hypothesized from the stimulus–organism–response framework was validated among an emerging market sample, highlighting the role of customer engagement with e-brand communities in mediating the effects of information and service quality on customer satisfaction.

中文翻译：

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在电子品牌社区中产生客户参与度：刺激-有机体-响应的视角

目的

本文调查了客户与电子品牌（e-brand）社区互动的因素及其影响背后的机制。目的是调查电子品牌社区的各种特征对客户参与度、品牌忠诚度满意度和推荐度的影响。

设计/方法/方法

对巴基斯坦的 320 名 Facebook 用户进行了调查问卷。目的是通过品牌忠诚度和推荐调查电子品牌社区的各种特征对客户参与度、满意度的影响。使用 PLS-SEM 分析数据以测试在刺激-有机体-反应角度下开发的模型。

发现

每个社区属性都显着影响了客户参与度，进一步发现，这在从这些属性到客户满意度以及品牌忠诚度和推荐之间起到了中介作用。

原创性/价值

从刺激-有机体-响应框架假设的原始模型在新兴市场样本中得到验证，突出了客户与电子品牌社区的互动在调节信息和服务质量对客户满意度的影响方面的作用。