The purpose of this research is to examine the process of how enjoyable and original
Somethinc's posts on Instagram influence customer behavior through their internal
responses, namely affective customer engagement, based on the stimulus-organism-response
(S-O-R) framework. In this study, a sample of 175 respondents was selected using quota
sampling technique. The author employed the Structural Equation Modeling (SEM) method
to test the hypotheses. The findings of this study provide evidence that factors such as
perceived enjoyment, perceived originality, affective customer engagement, positive eWOM
(electronic word-of-mouth), and intention to follow recommendations have a positive
influence on repurchase intentions, indicating the importance of consumer emotional
engagement and positive reviews in influencing consumer purchasing behavior.