The relationship between brand Facebook page characteristics, perceived value, and customer engagement behavior: An application of Stimulus-Organism-Response (S-O-R)

Abstract

With the advancement of technology and increased use of social media, brands have become part of the virtual world and try to grab customers’ attention. Brand pages enable the consumer to voluntarily participate in providing feedback and ideas and to collaborate with others. This adds value to the firm. This research explores which characteristics help clothing brands to influence consumers into responding in the form of feedback, collaboration, and mobilization.