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Antecedents Of Customer Brand Engagement Affecting Customer Satisfaction, Trust, And Commitments In Forming Loyalty And Word Of Mouth In Indonesia, Unik D. Lestari, Tantri Yanuar R. Syah
Antecedents Of Customer Brand Engagement Affecting Customer Satisfaction, Trust, And Commitments In Forming Loyalty And Word Of Mouth In Indonesia, Unik D. Lestari, Tantri Yanuar R. Syah
ASEAN Marketing Journal
Manuscript type: Research Article
Research Aims: The research objective was to determine customer brand engagement (CBE) drivers, which directly or indirectly generate word of mouth (WOM) on Instagram through trust, commitment, customer satisfaction, and loyalty.
Design/methodology/approach: This research was conducted in Indonesia with 213 respondents who are active on Instagram accounts, have an age range between 20 and 60 years, and have an attachment to products from middle to upper-class brands in Indonesia. This quantitative research uses the Structural Equation Model (SEM) method.
Research Findings: The results show that customer involvement and flow experience are the main drivers …