Customer brand engagement impact on brand satisfaction, loyalty, and trust in the online context. Egyptian Banking Sector

This study measures the impact of customer brand engagement (CBE) on brand satisfaction, loyalty, and trust through the online brand experience in the Egyptian banking sector based on the customers’ perspective. Electronic questionnaires were developed to collect data. Data collected from 392 questionnaires was analyzed by means of Structural Equation Modelling (SEM). Findings indicated that CBE has a significant positive impact on brand satisfaction, trust, and loyalty respectively via the online brand experience. This study contributes to knowledge development by focusing on the importance of CBE and its consequences in the online service sector, which is still uncovered. Besides, this study offers guidelines to the service providers with valuable meanings for CBE to enhance brand’s satisfaction, trust and loyalty via developing a unique online brand experience particularly in the Egyptian banking sector, which is witnessing now a new era of digital transformation. Corresponding author: Heba Sadek Email addresses for the corresponding author: heba_sadek@yahoo.co.uk First submission received: 9th June 2020 Revised submission received: 17th June 2020 Accepted: 25th June 2020 Introduction In the current competitive business environment, brands have been vital in strengthening relationships with customers to achieve a great success of businesses (Hollebeek et al., 2016). It has become essential to the organizations to provide brand value and superior services in the hope of engaging their customers more (Potdar et al., 2018). The customer’s role in the interaction with the brand is at the center of the engagement concept (Patterson et al., 2006). Engagement with the brand is vital for the long-lasting brand-customer relationship, particularly for service brands (Chang and Fan, 2017; Potdar et al., 2018; Algharabat et al., 2020). CBE is an emotional state that includes a customer’s passion and desire for the brand (Brodie et al., 2011). This concept depends on the significance of participating customers in cooperative and co-creative experiences (Bijmolt et al., 2010; Brodie et al., 2011). Thus, CBE can provide both unique and memorable brand experiences, which will help in developing brand trust, satisfying customers, and promoting brand loyalty (Brodie et al., 2013; Hollebeek et al., 2016; Hollebeek et al., 2018; Iglesias et al., 2019). Currently, the advancement of the internet and the shift toward digital transformation have contributed to the progress of CBE and brand experience (Wirtz et al., 2010; Algharabat et al., 2020). Keeping an effective engagement with the user via frequent online interactions remains a vital issue for developing a unique and creative brand experience (Iglesias et al., 2019). Despite the importance of this topic, previous studies such as Mollen and Wilson (2010); Hollebeek et al. (2014); Dessart et al. (2015); Dwivedi (2015); Zhang et al. (2017) and Iglesias et al. (2019) mentioned the need to provide a clear understanding of CBE and its consequences in a specific sector. Thus, this paper focuses specifically on the banking sector in Egypt due to its great importance and its vital role in the economy. Egypt has the biggest banking sector in North Africa (Oxford, 2019). The banking sector in Egypt is one of the oldest and largest in the region. It is one of the key pillars of the Egyptian economy. Since, it plays a crucial role in the development process in Egypt (El Essawi and Abd El Aziz, 2012). Journal of Business and Retail Management Research (JBRMR), Vol. 14 Issue 3 July 2020 www.jbrmr.com A Journal of the Centre for Business & Economic Research (CBER) 23 Egyptian banks keep evolving and adapting new technologies because today, customers are more influential. Customers can switch from one bank to another if they were not satisfied with the service. In Egypt, 75% of banks offer internet banking services. And investing in technology is the future for the banking sector (Brussels Research Groups, 2019). Consequently, the severe competition and technological advancement have led the Egyptian banks to change their focus from service-oriented services to customer-oriented ones, which highlighted the need to focus more on CBE in the online banking context. Besides, the previous studies were conducted in the European context and did not take into consideration the CBE, the online brand experience, and its consequences, namely brand satisfaction, loyalty, and trust in a single study. The purpose of this paper is to provide a better interpretation and to fill the gaps found in the previous studies by focusing on the role of CBE on building brand satisfaction, loyalty, and trust via the online brand experience in one research model in the Egyptian banking sector. This study is organized as follows: First, the literature review of CBE, online brand experience, and their consequences. Second, the research methodology. Third, the results and analyses. Fourth, the discussion of the results followed by theoretical and practical implications. sixth, the conclusion and finally limitations and future directions are presented. Literature review Customer Brand Engagement Customer engagement is a recurring interaction that takes place between a customer and an organization; this interaction reinforces the emotional, physical and or psychological relation the customer has with the organization (Phang et al., 2013; Hollebeek et al., 2014). Based on the above, customer engagement has been linked to improving corporate performance (Jaakkola and Alexander, 2014), gaining better competitive positions (Kumar and Pansari, 2016; Gong, 2018), creating new markets (Storbacka et al., 2016) and, boosting satisfaction of the customer and increasing loyalty and trust in the brand (So et al., 2014). Customer engagement is also linked to brand performance indicators such as sales development, customer participation and customer feedback (Sawhney et al., 2005; Bowden, 2009; Kumar et al., 2010; Van Doorn et al., 2010) other factors can also be attributed to engagement among them are cost reductions, superior profitability, brand recommendations and improved co-creative experiences (Bijmolt et al., 2010). It has been proven that a customer engagement with a brand is not just the process of interaction between the customers and brands rather it is a fundamental tool in developing deeper customer-brand relationships. (Van Doorn et al., 2010; Hollebeek, 2011; Pratomo and Magetsari, 2018). Co-creation is what happens when the customer shows impulsive, unrestricted and flexible behaviors that exclusively customize the customer brand experience (Lusch and Vargo, 2006; Sprott et al., 2009). To develop customer engagement with a brand, it is also crucial for the brand organization to make marketing efforts (Ong et al., 2018; Prentice et al., 2019). Particularly in the service sector, as service companies provide intangible products that are hard for customers to realize before purchase. Consequently, studies recommend engaging customers in actions other than exchange, boosting a wider and more positive brand experience (Solem and Perderson, 2016). Currently, due to the internet companies can easily establish an ongoing dialogue with customers and develop an online experience toward the brand (Sawhney et al., 2005). Most of the earlier studies viewed the brand experience as a consequence of CBE (Vivek, 2009; Ramaswamy and Gouillart, 2010; Brodie et al., 2011; Hollebeek, 2011; Hollebeek et al., 2014). Therefore, the company needs to enhance CBE to create a unique online brand experience (Pratomo and Magetsari, 2018). In the online banking sector, Nysveen and Pedersen (2014) suggested that building unique and favorable brand experiences and co-creation involvement should help to engage customers with the brand. Thus, a bank can create a positive and constructive online banking experience by improving the CBE of the bank’s brand (France et al., 2016). Thus, based on the above arguments, the researchers assume that CBE impacts online brand experience and thus propose the following hypothesis: H1. CBE has a significant positive direct impact on customer’s online brand experience. Journal of Business and Retail Management Research (JBRMR), Vol. 14 Issue 3 July 2020 www.jbrmr.com A Journal of the Centre for Business & Economic Research (CBER) 24 Online Brand Experience Brand experience can be described as the view of the customers, at every contact they perform with the brand, it can be through advertising, during the first face to face interaction, or shown in the level of quality and personal care they receive (Alloza, 2008). Brand experience is shown in the customer’s spontaneous feelings of the brand (Kabadayi and Alan, 2012). Studies suggest that from the customer’s point of view brand experience is essential for a holistic evaluation of the brand (Nysveen et al., 2013, Khan and Rahman, 2015). When a brand can deliver unique and favorable brand experiences, it can distinguish itself apart from competitors and attain its objectives (Brakus et al., 2009). The brand experience differs in its power and can be either positive or negative, with extensive influence on customer behavior (Brakus et al., 2009). Rapid action and timed reply to negative commentaries as well kind attitude to customer complaints generate sincere effect on the customer’s mind. This helps companies achieve promising insights of their brand and enriches their customer understanding. The company can attempt to more impact customers by offering a superior experience, consequently generating customer confidence, which will lead to customer loyalty (Potdar et al., 2018). Brand experience doesn’t stop at products and services in the marketplace; it is also originated from the online searching of products or services (Brakus et al., 2009). The development of communication technologies has resulted in online brands that bring online brand experiences to customers (Ha and Perks, 2005; Morgan-Thomas and Veloutsou, 2013; Lee and Jeong, 2014). Providing an exceptional brand experience in an online context is critical due to the energetic flow of information describing this distinctive electronic environment (Morgan-Thomas and Veloutsou, 2013; Lee and Jeong, 2014; Bleier et al., 2019). Morgan-Thomas and Veloutsou (2013) described the online brand experience as a customer’s personal response to the interaction with the online brand. Online brand experience is a quicker way to grasp the quality of experience and improve the interaction with the brand customers (Helm, 2007). Thus, online brand experience has originated from the idea of customer experience (Arnold et al., 2005). Ha and Perks (2005) defined web site based brand experience as a customer’s affirmative navigations (using webbased groups and taking part in events) and opinions (the assortment, and uniqueness of optical displays and value for money) with a precise website. Online Brand Experience Consequences Based on the literature, we can identify three main behavioral outcomes of brand experience: 1brand satisfaction, 2brand loyalty, and 3brand trust (Khan and Fatma, 2017). First of all, Grace and O’Cass (2004) and Ha and Perks (2005) suggested that brand experience has an influence on brand satisfaction. Besides, Brakus et al. (2009) showed that brand experiences deliver value to customers, which boosts their satisfaction with the brand. Based on Suh and Youjae (2006), customer satisfaction toward the brand is defined as an evaluation to direct consumption experience, between previous anticipation and the real performance noticed after consumption. Accordingly, when customers obtain positive brand experiences, this increases their satisfaction with the brand (Khan and Rahman, 2015). Studies in various fields like banking sector (Nysveen et al., 2013; Nysveen and Pedersen, 2014), retail sector (Khan and Rahman, 2015), online marketing (Ha and Perks, 2005) and online brands (Morgan-Thomas and Veloutsou, 2013; Lee and Jeong, 2014) have focused on customer satisfaction as an important consequence of brand experience. A lot of studies have clarified the influence of brand experiences on brand satisfaction as well (Brakus et al., 2009; Nysveen et al., 2013; Khan and Rahman, 2015). Satisfaction is the psychological assessment of the brand by the customer, causing a touching and an emotional bond with the brand (Potdar et al., 2018). Good brand experience creates an emotional customer bond toward the brand and lastly, it will lead to brand satisfaction (Gentile et al., 2007; Chinomona, 2013; Kusuma, 2014). Thus, satisfaction is a consequence of online brand experiences (Janda and Ybarra, 2005; Flavián et al., 2006). Customers are expected to be satisfied with the brand via the pervasive and supported online brand experiences (Brakus et al., 2009). Hence, based on aforementioned arguments, the present study proposes that: H2. Online brand experience has a significant positive direct impact on brand satisfaction. Journal of Business and Retail Management Research (JBRMR), Vol. 14 Issue 3 July 2020 www.jbrmr.com A Journal of the Centre for Business & Economic Research (CBER) 25 Second, many studies have recognized brand loyalty as a main result of brand experience in the setting of retail sector (Khan and Rahman, 2015), service sector (Nysveen et al., 2013) and banking sector (Nysveen and Pedersen, 2014). Brand loyalty by definition is a profoundly held guarantee to rebuy or support a favorite product/service constantly, so generating recurring same-brand, nevertheless situational effects that can cause switching behavior (Oliver, 1999). Therefore, when customers make repeated visits and attain one of a kind brand experiences, they tend to build brand loyalty (Brakus et al., 2009). It was said by Morrison and Crane (2007) that developing and attaining distinctive brand experiences are vital to building service brand loyalty. Moreover, in the context of banking sector, Sikdar et al. (2015) showed that if the experience is constructive it produces a need for repeated usage. So, brand loyalty is suggested to be another outcome of brand experience. Previous studies also find that valuable brand experience has a very significant impact on brand loyalty (Brakus et al., 2009; Ramaseshan and Stein, 2014). Gentile et al. (2007) explained that customers who experience a good brand can promote the creation of a solid relationship between the brand and the customer, which will then increase brand loyalty. Establishing customer brand relationships through a valuable brand experience will lead to brand loyalty (Kusuma, 2014; Cleff et al., 2018). Customers are expected have a solid relationship with the brand through the pervasive and strengthened online brand experiences (Brakus et al., 2009). Consequently, the more a customer feels a suitable brand experience, the more possible the customer will repurchase the brand, which will lead to brand loyalty (Pratomo and Magetsari, 2018). Based on the above arguments, the following hypothesis is presented: H3: Online brand experience has a significant positive direct impact on brand loyalty. Third, customers’ experience with a brand acts as an important resource for individual input that develops trust toward the brand (Ha and Perks, 2005). Brand trust is defined as a sentiment of safety detained by the customer based on his/her connection with the brand, it is derived from the perceptions that the brand is dependable for the benefits of the customer (Ha and Perks, 2005). Based on the above, customers build trust toward a brand based on their experience with this brand (Ramaseshan and Stein, 2014). When the customer experience something that is extremely related to him, he feels safe about the capability of the brand to meet guarantees, which in turn creates trust toward this brand (DelgadoBallester and Munuera-Aleman, 2001). Studies showed that brand trust is an outcome of brand experience (Ramaseshan and Stein, 2014). Consequently, brand trust is the outcome of customers’ positive brand experiences (Ha and Perks, 2005; Brakus et al., 2009). Thus, this study suggests the following hypothesis. H4: Online Brand experience has a significant positive direct impact on brand trust. Based on the previous studies, the subsequent conceptual model has been shown in figure (1). Figure (1): Conceptual Framework Journal of Business and Retail Management Research (JBRMR), Vol. 14 Issue 3 July 2020 www.jbrmr.com A Journal of the Centre for Business & Economic Research (CBER) 26 Methodology A quantitative approach was developed to test the research hypotheses, the sampling technique used in this study was convenience sampling technique and the sample consisted of online banking customers. Those customers were selected according to the standards recommended by Parasuraman et al. (2005) that propose that customers must have a minimum of 1 online bank account, 4 months of online bank experience, and 2 transactions/month. The electronic questionnaire was chosen for many reasons, for example, the fast sharing of the questionnaire without time or geographic limitations, the familiarity today with new technologies, the lack of monetary cost to complete the research, the easy input of responses to an online spreadsheet, making it simple to store responses and monitor the flow of results while only fully answered questionnaires are accepted and avoiding possible missing values which confuse the statistical analysis of results. The researchers distributed the questionnaire electronically by using Google forums. This was achieved by sending messages with the survey link to respondents through WhatsApp and Facebook. Respondents were asked to select one bank to answer the questionnaire based on his/her choice. The questionnaire consists of five sections in addition to the demographic section. Every section presents a research variable. The items of all research variables were adopted from prior studies and amended to the banking sector. Ten items from Hollebeek et al. (2014) to measure CBE. Five items from the study of Morgan-Thomas and Veloutsou’s (2013) to measure online brand experience. Three items from Fornell (1992) and Oliver (1980) to measure brand satisfaction. Three items from the work of Nysveen and Pedersen (2014) to measure brand loyalty, thirteen items from Dimitriadis and Kyrezis (2008) to measure brand trust. First, a pilot study has been conducted with a total number of 51 bank customers to check the convergent validity and reliability of the questionnaire. Based on the pilot study, it has been found that all methods used to assess the convergent validity showed good values, and all indicators have good factor loadings with reliability that exceeds the threshold of 0.6, which is satisfactory for the reliability of scales (Hair et al., 2010). Moreover, the average variance extracted for the research constructs showed values over 0.5 which is considered adequate for confirming convergent validity based on Hair et al. (2010) as shown in the next part in table (1). Convergent Validity and Reliability Factor analysis (FA) was examined to evaluate the convergent validity of research variables. KaiserMeyer-Olkin (KMO) and Bartlett’s Test were measured in this study. Based on Hair et al. (2010), KMO returns values are between 0 and 1 and the values closer to 1 are better. Moreover, a significant Bartlett’s test of sphericity is needed while p is less than 0.001 (Bartlett, 1951). Confirmatory factor analysis (CFA) was used to evaluate the convergent validity of the items of the variables. For researchers using CFA, the loadings of 0.30 or more for sample sizes of 350 or superior will be appropriate (Hair et al., 2010). Additionally, the average variance extracted (AVE) for the research variables were examined for confirming the convergent validity that should be 0.5 or greater based on Hair et al. (2010). Cronbach’s alpha was used to examine the reliability of the research variables. For researchers using Cronbach’s alpha, Cronbach’s alphas values should exceed 0.6 (Nunnally and Bernstein, 1994). Table (1) summarizes the results of KMO, Bartlett’s Test, minimum factor loadings, AVE, and Cronbach’s alpha of the research variables Research Variables KMO Bartlett’s Test (Minimum factor loadings) AVE Cronbach’s alpha Customer brand engagement (CBE) 0.926 702.751 (0.000) 0.869 83.840% 0.978 Online brand experience 0.912 268.5 (0.000) 0.914 86.078% 0.959 Brand satisfaction 0.764 153.0 (0.000) 0.941 91.374% 0.951 Brand loyalty 0.739 158.9 (0.000) 0.944 91.572% 0.953 Brand trust 0.932 969.6 (0.000) 0.882 83.589% 0.998 Journal of Business and Retail Management Research (JBRMR), Vol. 14 Issue 3 July 2020 www.jbrmr.com A Journal of the Centre for Business & Economic Research (CBER) 27 From table (1), the findings showed that KMO values between 0.7 and 1, which indicate that the sampling is adequate. All the values of Bartlett’s are significant at 0.000. Additionally, all indicators have good factor loadings ranging between 0.882 till 0.944 with reliability that exceeds the threshold of 0.6 (Hair et al., 2010) ranging from 0.951 to 0.998, which indicates a good level of reliability (Nunnally and Bernstein, 1994). Moreover, AVE for the research constructs showed values over 50% ranging between 83.589% till 91.572% which is considered adequate for confirming convergent validity based Hair et al. (2010). Results and analysis The AMOS 22 was used to conduct the SEM. First of all, the descriptive statistics for the research sample have been conducted. Then, the goodness-of-fit of the measurement model should be checked. Therefore, the model fit indices were conducted before testing the research hypotheses as presented in table (2). Descriptive Statistics for the Research Sample The sample size of the research was 392 bank customers. From the public sector, there were 90 customers that constitute (22%) of the total sample from different banks such as National Bank of Egypt, Bank Misr and, Banque du Caire. From the private sector, there were 302 customers that constitute (78%) of the total sample from different banks such as Arab African International Bank, CIB, Credit Agricole, HSBC and QNB. Model Fit Indices In order to analyze the hypothesized relationships through the means of the SEM. The goodness-offit of the measurement model should be checked. Therefore, the following model fit indices were conducted before testing the research hypotheses as presented in table (2). Table (2): Model fit Indices CMIN/DF RMR CFI NFI RMSEA Measurement model 3.7 0.033 0.948 0.931 0.083 SEM model 3.1 0.029 0.961 0.943 0.073 The best result according to Hair et al., (2010) Greater than 1 & less than 3(best result) 3-5 (acceptable level) Less than 10% Greater than 0.9 Greater than 0.9 Less than 0.08 is acceptable and Less

Online Brand Experience Consequences
Based on the literature, we can identify three main behavioral outcomes of brand experience: 1brand satisfaction, 2-brand loyalty, and 3-brand trust (Khan and Fatma, 2017). First of all, Grace and O'Cass (2004) and Ha and Perks (2005) suggested that brand experience has an influence on brand satisfaction. Besides, Brakus et al. (2009) showed that brand experiences deliver value to customers, which boosts their satisfaction with the brand. Based on Suh and Youjae (2006), customer satisfaction toward the brand is defined as an evaluation to direct consumption experience, between previous anticipation and the real performance noticed after consumption. Accordingly, when customers obtain positive brand experiences, this increases their satisfaction with the brand (Khan and Rahman, 2015). Studies in various fields like banking sector (Nysveen et al., 2013;Nysveen and Pedersen, 2014), retail sector (Khan and Rahman, 2015), online marketing (Ha and Perks, 2005) and online brands (Morgan- Thomas and Veloutsou, 2013;Lee and Jeong, 2014) have focused on customer satisfaction as an important consequence of brand experience.
A lot of studies have clarified the influence of brand experiences on brand satisfaction as well (Brakus et al., 2009;Nysveen et al., 2013;Khan and Rahman, 2015). Satisfaction is the psychological assessment of the brand by the customer, causing a touching and an emotional bond with the brand (Potdar et al., 2018). Good brand experience creates an emotional customer bond toward the brand and lastly, it will lead to brand satisfaction (Gentile et al., 2007;Chinomona, 2013;Kusuma, 2014). Thus, satisfaction is a consequence of online brand experiences (Janda and Ybarra, 2005;Flavián et al., 2006). Customers are expected to be satisfied with the brand via the pervasive and supported online brand experiences (Brakus et al., 2009). Hence, based on aforementioned arguments, the present study proposes that: H2. Online brand experience has a significant positive direct impact on brand satisfaction.
Second, many studies have recognized brand loyalty as a main result of brand experience in the setting of retail sector (Khan and Rahman, 2015), service sector (Nysveen et al., 2013) and banking sector (Nysveen and Pedersen, 2014). Brand loyalty by definition is a profoundly held guarantee to rebuy or support a favorite product/service constantly, so generating recurring same-brand, nevertheless situational effects that can cause switching behavior (Oliver, 1999).
Therefore, when customers make repeated visits and attain one of a kind brand experiences, they tend to build brand loyalty (Brakus et al., 2009). It was said by Morrison and Crane (2007) that developing and attaining distinctive brand experiences are vital to building service brand loyalty. Moreover, in the context of banking sector, Sikdar et al. (2015) showed that if the experience is constructive it produces a need for repeated usage. So, brand loyalty is suggested to be another outcome of brand experience. Previous studies also find that valuable brand experience has a very significant impact on brand loyalty (Brakus et al., 2009;Ramaseshan and Stein, 2014). Gentile et al. (2007) explained that customers who experience a good brand can promote the creation of a solid relationship between the brand and the customer, which will then increase brand loyalty. Establishing customer brand relationships through a valuable brand experience will lead to brand loyalty (Kusuma, 2014;Cleff et al., 2018). Customers are expected have a solid relationship with the brand through the pervasive and strengthened online brand experiences (Brakus et al., 2009). Consequently, the more a customer feels a suitable brand experience, the more possible the customer will repurchase the brand, which will lead to brand loyalty (Pratomo and Magetsari, 2018). Based on the above arguments, the following hypothesis is presented: H3: Online brand experience has a significant positive direct impact on brand loyalty.
Third, customers' experience with a brand acts as an important resource for individual input that develops trust toward the brand (Ha and Perks, 2005). Brand trust is defined as a sentiment of safety detained by the customer based on his/her connection with the brand, it is derived from the perceptions that the brand is dependable for the benefits of the customer (Ha and Perks, 2005). Based on the above, customers build trust toward a brand based on their experience with this brand (Ramaseshan and Stein, 2014). When the customer experience something that is extremely related to him, he feels safe about the capability of the brand to meet guarantees, which in turn creates trust toward this brand (Delgado-Ballester and Munuera-Aleman, 2001). Studies showed that brand trust is an outcome of brand experience (Ramaseshan and Stein, 2014). Consequently, brand trust is the outcome of customers' positive brand experiences (Ha and Perks, 2005;Brakus et al., 2009). Thus, this study suggests the following hypothesis.

H4: Online Brand experience has a significant positive direct impact on brand trust.
Based on the previous studies, the subsequent conceptual model has been shown in figure (1).

Methodology
A quantitative approach was developed to test the research hypotheses, the sampling technique used in this study was convenience sampling technique and the sample consisted of online banking customers. Those customers were selected according to the standards recommended by Parasuraman et al. (2005) that propose that customers must have a minimum of 1 online bank account, 4 months of online bank experience, and 2 transactions/month. The electronic questionnaire was chosen for many reasons, for example, the fast sharing of the questionnaire without time or geographic limitations, the familiarity today with new technologies, the lack of monetary cost to complete the research, the easy input of responses to an online spreadsheet, making it simple to store responses and monitor the flow of results while only fully answered questionnaires are accepted and avoiding possible missing values which confuse the statistical analysis of results. The researchers distributed the questionnaire electronically by using Google forums. This was achieved by sending messages with the survey link to respondents through WhatsApp and Facebook.
Respondents were asked to select one bank to answer the questionnaire based on his/her choice. The questionnaire consists of five sections in addition to the demographic section. Every section presents a research variable. The items of all research variables were adopted from prior studies and amended to the banking sector. Ten items from Hollebeek et al. (2014) to measure CBE. Five items from the study of Morgan-Thomas and Veloutsou's (2013) to measure online brand experience. Three items from Fornell (1992) and Oliver (1980) to measure brand satisfaction. Three items from the work of Nysveen and Pedersen (2014) to measure brand loyalty, thirteen items from Dimitriadis and Kyrezis (2008) to measure brand trust.
First, a pilot study has been conducted with a total number of 51 bank customers to check the convergent validity and reliability of the questionnaire. Based on the pilot study, it has been found that all methods used to assess the convergent validity showed good values, and all indicators have good factor loadings with reliability that exceeds the threshold of 0.6, which is satisfactory for the reliability of scales (Hair et al., 2010). Moreover, the average variance extracted for the research constructs showed values over 0.5 which is considered adequate for confirming convergent validity based on Hair et al. (2010) as shown in the next part in table (1).

Convergent Validity and Reliability
Factor analysis (FA) was examined to evaluate the convergent validity of research variables. Kaiser-Meyer-Olkin (KMO) and Bartlett's Test were measured in this study. Based on Hair et al. (2010), KMO returns values are between 0 and 1 and the values closer to 1 are better. Moreover, a significant Bartlett's test of sphericity is needed while p is less than 0.001 (Bartlett, 1951). Confirmatory factor analysis (CFA) was used to evaluate the convergent validity of the items of the variables. For researchers using CFA, the loadings of 0.30 or more for sample sizes of 350 or superior will be appropriate (Hair et al., 2010). Additionally, the average variance extracted (AVE) for the research variables were examined for confirming the convergent validity that should be 0.5 or greater based on Hair et al. (2010). Cronbach's alpha was used to examine the reliability of the research variables. For researchers using Cronbach's alpha, Cronbach's alphas values should exceed 0.6 (Nunnally and Bernstein, 1994).  (1), the findings showed that KMO values between 0.7 and 1, which indicate that the sampling is adequate. All the values of Bartlett's are significant at 0.000. Additionally, all indicators have good factor loadings ranging between 0.882 till 0.944 with reliability that exceeds the threshold of 0.6 (Hair et al., 2010) ranging from 0.951 to 0.998, which indicates a good level of reliability (Nunnally and Bernstein, 1994). Moreover, AVE for the research constructs showed values over 50% ranging between 83.589% till 91.572% which is considered adequate for confirming convergent validity based Hair et al. (2010).

Results and analysis
The AMOS 22 was used to conduct the SEM. First of all, the descriptive statistics for the research sample have been conducted. Then, the goodness-of-fit of the measurement model should be checked. Therefore, the model fit indices were conducted before testing the research hypotheses as presented in table (2).

Descriptive Statistics for the Research Sample
The sample size of the research was 392 bank customers. From the public sector, there were 90 customers that constitute (22%) of the total sample from different banks such as National Bank of Egypt, Bank Misr and, Banque du Caire. From the private sector, there were 302 customers that constitute (78%) of the total sample from different banks such as Arab African International Bank, CIB, Credit Agricole, HSBC and QNB.

Model Fit Indices
In order to analyze the hypothesized relationships through the means of the SEM. The goodness-offit of the measurement model should be checked. Therefore, the following model fit indices were conducted before testing the research hypotheses as presented in table (2).  Hair et al., (2010) Greater than 1 & less than 3(best result) 3-5 (acceptable level) Less than 10% Greater than 0.9 Greater than 0.9 Less than 0.08 is acceptable and Less than 0.05 is good From table (2), it has been shown that all model fit indices have been improved after adding the relationships to the model, for example the CMIN/DF, RMR, CFI, NFI and RMSEA of the measurement model were 3.7, 0.033, 0.948, 0.931 and 0.083 respectively. After adding the relationships, it has been found that the CMIN/DF, RMR, CFI, NFI and RMSEA have been improved to be 3.1, 0.029, 0.961, 0.943 and 0.073 correspondingly, which indicates an acceptable level of the good fit of the model based on Hair et al., (2010).

Testing the Research Hypotheses
The AMOS output for the model parameter estimates is reflected in table (3). Based on Hair et al. (2010), any number of a critical ratio (CR) over 1.96 or p-value less than 0.05 is significant in the model. The statistics show that all the path coefficient results seemed to be significant at 5% significance level, which means that all research hypotheses were supported with p-values less than 0.05 (as showed in table 3). For the first research hypothesis, it has been shown that CBE has a significant positive direct impact on online brand experience with a standardized estimate of 0.970. This means that when the customer is well engaged with the bank, this will create a unique and favorable online brand experience. For the second research hypothesis, it has been shown that online brand experience has the greatest positive direct impact on brand satisfaction with a standardized estimate of 0.973. This means that when the customer has a strong, unique and favorable online brand experience, this will boost the customer's happiness and pleasure toward the bank. For the third research hypothesis, it has been found that the online brand experience has a significant positive direct impact on brand loyalty with a standardized estimate of 0.956. This means that when the customer has a strong, positive and unique online brand experience, this will help the customer to have strong bond with the bank, which will build strong customer's loyalty toward the bank. For the fourth research hypothesis, it has been found that the online brand experience has a significant positive direct impact on brand trust with a standardized estimate of 0.970. This means that when a customer has a respectable and a satisfactory online brand experience, this will increase and develop the customer's trust toward the bank.

Indirect Effect
Direct effects have been examined previously in the above section in table (3). This part will focus on the indirect effects. As shown in table (4), there are indirect effects from CBE to brand trust, brand loyalty and brand satisfaction through online brand experience.  (4), the indirect effects are significant at 0.05 significance level. The CBE shows the strongest indirect effect on the brand satisfaction (standardized estimate = 0.943) via the online brand experience, while the CBE shows the weakest indirect effect on the brand loyalty (standardized estimate = 0.927) via the online brand experience. Based on this table, it has been found that online brand experience acts as a mediator between CBE and brand satisfaction, loyalty and trust, which indicates the crucial role of online brand experience in leading to high customer's satisfaction, loyalty and trust toward the bank. And also, it highlights the importance of customer's participation and engagement in order to have a unique and favorable online brand experience. Figure (2

): Final Model
Note: All research hypotheses were supported at 5% significance level

Discussion
The research findings showed that CBE has a significant positive direct impact on online brand experience. Besides, it has been shown that online brand experience has a significant positive direct impact on consumer behavioral outcomes: brand satisfaction, trust, and loyalty respectively. In other words, by increasing the level of CBE the bank can enhance the degree of satisfaction, build trust, and foster loyalty toward the bank more successfully via creating a unique online brand experience.
Concerning the significant positive direct impact of CBE on online brand experience in the Egyptian banking sector, this study finding matches with the previous studies of  and Pratomo and Magetsari (2018) who mentioned that companies must capitalize on brand engagement in fostering a unique online brand experience. CBE in the banking industry helps customers to interact directly with banks through the use of online banking such as internet banking and mobile applications and hence improve customers' online brand experience. Additionally, this finding matches with Mollen and Wilson (2010) who focused on the great impact of CBE on online brand experiences in the online branding literature. Other studies such as Hollebeek et al. (2014), Nysveen and Pedersen (2014), and France et al. (2016) affirmed that brand experience is considered as a consequence of CBE. They mentioned that a bank can create a positive and constructive online banking experience by improving the CBE of the bank's brand.
Moreover, it has been showed that the online brand experience has a significant positive direct impact on brand satisfaction in the Egyptian banking sector. This finding was supported by the prior studies of Pratomo and Magetsari (2018) who mentioned that the higher the brand experience achieved by the customer, the higher the level of satisfaction in the banking industry. Besides, other studies such as Chinomona (2013), Kusuma (2014) and  stated that the higher the brand experience of a brand, the higher the brand's satisfaction in the eyes of customers. In more detail, good brand experience creates an emotional customer bond toward the brand and lastly, it will lead to brand satisfaction. Consequently, customers having a superior online brand experience will lead to improved customer satisfaction with the brand.
Likewise, it has been demonstrated in this study that it exists a significant positive direct impact of online brand experience on brand loyalty in the Egyptian banking sector, which is in line with the previous studies of Klaus et al. (2013), Francisco-Maffezzolli et al. (2014, Ramaseshan and Stein (2014), Khan and Rahman (2015), and Pratomo and Magetsari (2018) who found that online brand experience has a significant positive direct impact on brand loyalty. This means that when the online brand experience is superior, loyalty towards the brand increases. The higher the customer experience, the more likely that they will repeat the same experience and generate loyalty toward the brand. Thus, the more a customer feels a good and suitable brand experience, the more possible the customer will repurchase, which will lead to brand loyalty. As well, this study finding matches the findings of the research conducted by  and  about banking customers in Delhi, India; which presented that brand experience has a positive influence on brand loyalty.
For the significant positive direct impact of online brand experience on brand trust, it was reinforced by the earlier studies of Pratomo and Magetsari (2018) who found that the higher the brand experience felt by the customer, the higher the level of trust towards the brand. Previous studies carried out by Ramaseshan and Stein (2014), and Lee and Jeong (2014) showed that brand trust is an outcome of brand experience. Additionally, Khan and Fatma (2017) mentioned that positive online brand experiences will increase customers' trust. Finally, the rationality of this study is that CBE can develop online brand experience, and subsequently, the developing online brand experience will influence brand satisfaction, brand loyalty, and brand trust.

Implications
This study builds on the body of knowledge by focusing on the crucial role of CBE in a new context, which is the Egyptian online banking sector. These findings provide valuable understandings into what contributes to the development of unique and favorable online brand experience to achieve high brand satisfaction, loyalty, and trust to be able to win the competition and to stand high in the cloud. This study provides theoretical and practical implications. For the theoretical implications, this study addresses several theoretical contributions. First, previous studies (such as Hollebeek et al., 2014;Wang et al., 2018) explained that the notion of CBE is still uncovered. Hence, we react to the call of the previous studies to develop more research in other sectors and dissimilar cultures to understand more the concept of CBE by focusing on one of the most crucial sectors that play a crucial role in North Africa, which is the Egyptian banking sector. Second, this study tests the main consequences of the online brand experience proposed in the present study by combining brand satisfaction, loyalty, and trust. Thus, this study gives more complete picture than the other previously developed by integrating the CBE, online brand experience, and its main consequences in one research model.
For the practical implications, this study showed the crucial role of CBE and its power to allow brand managers particularly, bank managers to provide customers with a more favorable brand experience using online banking services, which will lead to high brand satisfaction, loyalty and trust. Thus, this study offers valuable insights to bank managers that should be taken into consideration. First, banks need to capitalize on online settings including their websites and social media which are the exceptional tools that assist in increasing engagement among their customers. Second, the online brand experience can be enriched through developing user-friendly applications, websites, and other social media platforms. Third, more attention should be devoted to the service providers through developing advanced training programs to improve their skills and capabilities to delight their customers. Fourth, managers should consider planning a marketing strategy to participate the customers with the brand, which will motivate customers' brand experiences in an online setting. Bank managers should successfully design their online banking medium and integrate it into their marketing strategies. This is will be done through sharing feedback, reviews, and comments to maintain cooperative and collaborative conversations with customers. Particularly, in the online experience, companies need to act fast and share information to build better relationships with customers, keep their promises, and develop loyalty programs to achieve customer satisfaction, trust, and loyalty.

Conclusion
The dynamic competition in the banking industry and the significant role of branding supports the concept of online brand experience specifically for the service providers. Therefore, the crucial idea of this study was to examine the impact of CBE on customer behavioral outcomes, namely brand satisfaction, brand loyalty, and brand trust through online brand experience within the banking sector in Egypt. To conclude, it has been shown that CBE has a significant positive impact on brand satisfaction, trust, and loyalty respectively via the online brand experience, which highlights the importance of the mediation effect of online brand experience between CBE and consumers' behavioral outcome that offers valuable insights to financial institutions particularly bankers. Hence, banks need to capitalize on online settings including their websites and social media which are the exceptional tools that assist in increasing engagement among their customers to be able to satisfy their customers, build their trust, and gain their loyalty in today's competitive business environment.

Limitations and future research
This study was conducted in the Egyptian banking sector. Future research can test the proposed model in other sectors (such as the online hotel booking, retailing, and telecommunication sector) and other countries as well. This study only examined the CBE as an antecedent of online brand experience as well as its consequences. Further research should consider other antecedents of online brand experience such as brand perceived quality as well as the antecedents of CBE such as brand involvement. This study focused on CBE as a single construct. Future research may examine CBE as a multi-dimensional construct, taking into consideration several dimensions as cognitive processing, affection, and activation, as well as considering the level of customer engagement to better explain why some banks and other sectors are successful in engaging customers than others. This study used a convenience sampling technique due to the difficulty of obtaining a sampling frame of bank customers. However, the researchers attempted to decrease bias by distributing an electronic questionnaire to reach more respondents. Future research needs to use a probability sampling technique to be able to generalize the research findings.


Servant and transformational leadership: a supply chain management perspective

We examine the association between leadership style (transformational and servant) and the type of supply chain (efficient or responsive) and the impact of employee engagement on customer satisfaction. We propose a model for examining the influence of transformational and servant leadership on the efficient and responsive type supply chains. We present 7 propositions and present a novel view of leadership by viewing it through the lens of contextual leadership theory in which the context is defined by the type of supply chain, effective or responsive. While both transformational and servant leadership are viewed as positive, even normative, forms of leadership, we have found that the efficacy of each type of leadership can be influenced by the context in which they operate and especially in supply chain environments.

Conceptual Model
Supply chains have different needs for customer satisfaction. Transformational leaders focus on organizational effectiveness and creating team cultures necessary for the efficient supply chains to optimize production processes and get the product to the customer quickly at the best cost. Servant leaders create employee work engagement and serving cultures to be responsive to customers changing needs. While there is evidence that transformational leaders also create employee work engagement (Zhu [57], Avolio, & Walumbwa [54], 2009), the processes through which this happens are different between the two leadership styles as servant leadership works via follower need satisfaction, and transformational leadership works via perceived leadership effectiveness (van Dierendonck et al., 2014).
In essence, because of the nature of efficient supply chains, in that they require speed and large uniform orders and therefore have a greater need for leadership effectiveness to optimize efficiency, transformational leaders would be more appropriate. In responsive supply chains, there is a fast pace and customized orders and servant leadership would be more appropriate (deSouza & van Dierendonck, 2013). The context under which leaders operate has a strong effect on outcomes, such as customer service satisfaction and perceived leadership efficacy.
We propose the following model in figure 1 for examining the influence of transformational and servant leadership on the efficient and responsive type supply chains. Transformational and servant leadership create a team and servant culture, respectively, as influenced and directed by the context of the supply chain.

Propositions
We propose the link between transformational leadership and supply chain management as follows:

Proposition 1: Transformational leadership has a greater effect on efficient supply chain systems than responsive supply chain systems.
Leadership can be defined as a process of influencing a group or individuals to achieve a common goal [36] (Northouse, 2013). Transformational leadership influences individuals and teams to achieve organizational goals by focusing on followers' motives, meeting those needs and moves the followers beyond self-interest to achieve more than what is usually expected of them from a top-down perspective (Northouse, 2013). What distinguishes transformational leadership from other leadership concepts is the focus on four factors (Bass, 1985).
First, the factor of idealized influence moves the follower beyond self-interest through inspiration, intellectual support and a focus on the individual (Bass, 1999). In doing so, the transformational leader creates higher levels of maturity in the follower. The inspiration is amplified when the leader creates a vision, communicates how it can be achieved and is determined the vision can be achieved. Intellectual support for followers occurs when the leader supports and allows followers to be more innovative and creative. The transformational leader supports the development of the individual follower.
Second, the transformational leader provides the factor of inspirational motivation by communicating high standards of performance and expectations to meet the vision and shared values of the firm (Northouse, 2013). At a high level of follower maturity, followers dedicate themselves to the vision and achieving the standards of performance to support the firm as a whole (Bass, 1999).
Factor three involves the leader that stimulates followers to be innovative and creative by challenging their own beliefs and values and that of the organization (Barling, Weber, and Kelloway, 1996) to develop new ways of viewing old problems. In studies done where leaders exhibited intellectual stimulation, followers exhibited significant increases in organizational commitment (Barling et al., 1996).
Factor four of transformational leadership is individualized consideration (Northouse, 2013). This concept creates the leader's perspective in the follower that the leader does not simply satisfy the individual follower's needs but recognizing and developing the follower's potential to achieve increasingly higher levels of performance.
We now will discuss the following proposition:

Proposition 2: Servant leadership has a greater effect on responsive supply chain systems than efficient supply chain systems.
A bottom-up form of leadership, servant leadership was introduced by Greenleaf [22] (1977) in a series of essays, having been inspired by Herman Hesse's [24] novel A Journey to the East (Hesse, 1956). It is perhaps best described using Greenleaf's definition: Trisha D. Anderson (2020) healthier, wiser, freer, more autonomous, more likely themselves to become a servant? And, what is the effect on the least privileged in society; will they benefit, or, at least, will they not be further deprived? (Greenleaf, 1977, p. 27) Greenleaf describes servant leadership as a lifelong personal journey in which one's principal concern is to serve with an aspiration to lead (Greenleaf, 1977). Most research concerning servant leadership has been largely theoretical or aimed towards developing assessment tools. Researchers struggled to operationalize the concept, largely due to Greenleaf's description of servant leadership as a way of life [49,50] (Spears, 2004) and his assertion that servant leadership would be difficult to operationalize and apply (Greenleaf, 1977). Parris  leadership that focuses on individual follower needs and transforms self-concern into concern for others within the organization and larger community. The motive of a servant leader is not to promote their agenda but to serve others.
Altruism and morality are important to their self-concept, and those that are unwilling to serve others are unable to engage A team with high potency means that their members collectively see the team as being able to exert effort to reach high performance. We therefore propose: Trisha D. Anderson (2020) Salanova, González-Romá, & Bakker, 2002). Sharma and Kaur [47] (2014) conducted a qualitative content analysis and defined employee work engagement as "the extent to which an employee feels a sense of psychological investment in his/her work so that he/ she is behaviorally (social) and intellectually focused on organizational goals" (p. 45 Our final proposition, proposition 7, is as follows:

Proposition 7: Employee work engagement has a positive association with customer satisfaction.
Employee work engagement is critical to customer satisfaction [25] (Heymann, 2015). The link between customer satisfaction and employee work engagement is of particular interest to employers. A firm that provides survey tools to help evaluate and facilitate performance in the service sector revamped its tools to more closely tie their measures of employee work engagement to customer satisfaction. It was found they were more specifically able to answer the essential questions of their constituents, such as how to cost-effectively increase a customer's intent to recommend and return, how to increase customer retention through employee work engagement, how to correlate employee work engagement and customer satisfaction to customer loyalty, and how employee training efforts impact customer satisfaction and rates of return (Heymann, 2015).
There are examples that relate employee work engagement to various outcomes.

Conclusion
This paper presents a novel view of leadership by viewing it through the lens of contextual leadership theory in which the context is defined by the type of supply chain, effective or responsive (see Figure 1). Both transformational and servant leadership have been studied extensively, but rarely through the context of supply chain. Servant leadership, in particular, has enjoyed a recent upsurge in empirical research (see Eva et al., 2019).While both transformational and servant leadership are viewed as positive, even normative, forms of leadership, the efficacy of each type of leadership can be influenced by the environment. ESCs are utilized by companies because they need to fill large, uniform orders at a fast pace. Transformational leaders are able to create a team culture and we propose that this type of leadership is more effective in ESCs because the ability for employees to work together efficiently and effectively is vital in producing the type of products demanded and getting them to customers quickly and cost-efficiently through the reduction of errors. RSCs are utilized by companies that specialize in small batch, customized orders. Customer demands change frequently and uniquely. Employees must respond to the numerous requirements placed on them by their customers on an individual basis. In order to do so, employees must be highly engaged with their work to meet the specific task requirements. Servant


PHILOSOPHICAL BASES OF IMPROVEMENT OF PARADIGM DEVELOPMENT METHODOLOGIES

The analysis of modern literary sources shows that the paradigms of the main areas of human activity were developed in 2013–18, using only time-based methods. However, in 2019, the development of paradigms of mechanics showed that they depend not on time, but only on space. Therefore, there arose a problem: when, where and how to apply the space-based method and the time-based method. This is a problem of improving the methodology for developing paradigms – global strategies, strategies of the behavior of mankind as a whole in a specific area of activity. The analysis of recent studies and publications indicates that this problem has not even been raised in world literature and research practice. In the coming new era, the depletion of basic natural resources of the planet and the aggravation of the need to develop a new, third generation of paradigms will only urge the importance of solving this problem. Therefore, the aim of the research is to improve the methodology for developing paradigms. For this purpose, the following tasks are solved: – the analysis of the level of knowledge about space, time and matter is carried out; – the essence and content of space, time and matter is determined; – the nature of the relationship between the spaceand time-based methods is determined; – the nature of the connection of spaceand time-based methods with matter is established; – a brief description of the results obtained is given. Research methods: review of literary sources; historical and logical method; analog method; 2C70; VEO; Babailov’s

Introduction
It is known from scientific literature that paradigms of main activity spheres were elaborated in 2013-2018, using only the time-based method [1]. But the development of mechanics paradigms in 2019 demonstrated that they don't depend on time and can be elaborated by the spacebased method only [2]. So, there appeared a problem -where, when and how to apply the method of time and the one of space. This problem of methodology imperfectness has not been solved till now. For its solving it is necessary, first of all, to deepen the understanding of space, time and matter themselves. Probably for the first time in the longstanding research economic practice the author face a need to understand philosophy deeper.

Social sciences
But practical and especially production managers may face a question -is it so important for the production organization practice to define rigorously such as if "beyond the clouds" notions as "space", "time", "matter". The authors are sure that the deepening of understanding space, time and matter as a whole leads to positive results of not only theoretical, but also practical type, not only to the deeper understanding of a paradigms nature, but also to the improved methodology of their development, raised effectiveness of the strategic planning practice. This publication is just aimed at the maximally narrow, applied, practical aspect of enterprise management -at the improvement of the paradigm development methodology as the most important aspect of strategic planning.
It is necessary to stress, that the problem of deepening the understanding of methods of paradigm development, space and time-based methods, problem of the improvement of the paradigm development methodology has not been stated in word literature and research practice till now. In the coming new epoch the exhaustion of main natural resources of the planet and aggravation of a need in developing the new, third generation of paradigms only intensifies the topicality of solving this problem. The modern practical level of paradigm development requires that its methodology was not limited by the only space or time-based method (as it has been considered till now). Practice demonstrated that there is an acute necessity to improve the methodology of paradigms development by applying both time-and space-based methods.
The aim of this study was to improve the existent paradigm development methodology.

Materials and methods
A peculiarity of the methodology, chosen for this study, is that at analyzing space, time and matter as a whole, the special attention was paid to defining, first of all, their essence and content [2], because just these aspects make the maximal contribution in a notion. That is why methods 2С70; VEO; Babaylov method were applied first of all for solving the problem [3,4].
At solving the first problem, it has been established, that the problem of defining different aspects of space, time and matter was tried to be solved by greatest thinkers of different epochs. For this aim the analysis of views of scientists, made the special, outstanding contribution in their understanding, was carried out. According to the author, in the context of this study, it is necessary to include in this list, fist of all, Heraclitus (544-483 bc), Anaxagoras (500-428 bc), Plato (429-347 bc), Aristotle (384-322 bc), Newton (1642-1727), Hegel (1770-1831), Einstein (1879-1955).
The ancient Greek philosopher from Ephesus, Heraclitus, defined properties, common for all phenomena, for the first time by introducing the notion "all". According to him, properties, inherent to all, are expressed by the brief phrase: "All flows, all changes" (from ancient Greek: Panta rhei) [5]. That is, according to Heraclitus, "All" is in the permanent movement. But he didn't connect the notion "all" with the ones "essence", "matter" and moreover with the notion "matter essence" yet.
Anaxagoras noted such important property of matter as infinity [6]. Plato separated two elements in matter: substance and form, life of the substance world and life of the ideas one [7]. He understood substance only as a fact of its existence. At that Plato assumed that two elements existed separately.
The outstanding Plato's follower, Aristotle, also included substance and form in matter, but he was categorically against their separate existence; he considered them only in unity, without which they didn't exist at all [7]. Aristotle paid attention to the interpretation of such important notions as "essence", "movement", "space", "time" [8]. But he paid more attention to movement and space (place as it called it); said less about time. Aristotle defined movement as "change in general". He even didn't suspect that he defined the essence of movement in such a way, because just the notion "essence" was considered by him separately from both movement and matter. Aristotle didn't deny also such property of matter as "infinity" [8].
Unlike Aristotle, Newton paid the special attention just to the notion "time"; he thought that "… in contrast to other movements that can accelerate or decelerate, time is absolute, it depends on nothing, flows with the constant speed, is equal everywhere, in whole matter, flows from past to future". "All movements can accelerate or decelerate, but the flow of absolute time cannot change" [9].

Social sciences
Hegel developed, deepened Aristotle's views: he formulated for the first time three main laws of philosophy (law of interrelation between measure, quality and quantity; law of unity and fight between oppositions; law of negation of negation) [4]. He also paid the great attention to the interpretation of space and time. The most correct and brief definition of just the notion "essence" as the main property of any phenomenon also belongs to him [4]. But at the same time he didn't formulate the essence and content of matter.
The outstanding scientist of ХХ century Albert Einstein formulated exceptionally deep ideas about matter, space and time, connected with philosophical understanding of greatest successes in the development of quantum mechanics. He denied for the first time the previous dominant Newton's opinion about constancy, absoluteness of time. Einstein agreed with Newton only in the fact that time flows. But Einstein specified: time flows differently in different parts of space, moving with different speeds. In his relativity theory he demonstrated that time is not absolute, as Newton stated it, but relative, it depends on movement speeds of objects; for example, in objects, which speed is close to the light one, time decelerates [10]. But together with his great precursors, Einstein didn't formulate the essence and content of matter, space and time, at interpreting matter.
It is necessary to pay attention also on such important aspect of matter as its connection with so-called "consciousness", on the problem of primacy-secondarity of matter or consciousness. All discussions between idealists and materialists can be reduced to the following. Idealists (especially, Hegel) assumed that matter as a very complex phenomenon was constructed by somebody at the beginning, so it is secondary, and some highest spirit, that created it, is prior.
Materialists, in their turn, stated that matter was before human, its consciousness, so matter it prior. It must be noted, that modern authors underline: "Aristotle never stated that matter is prior to idea. A lot of his statements are directly opposite. … his main tendency coincides with positiv-ism…" [11]. And further there: "Plato was the creator of idealism, but his great follower, Aristotle,... became the creator of realism. The notion "realism" must be interpreted there as not "materialism", but rather as latter European "positivism".
Unlike Plato, Aristotle was interested in not so much the internal essence of being, fundamental principle of the world as such, but interrelations between different things and notions. Like positivists, he didn't rush deep into, but disintegrated in parts. Just that is why the most important part of philosophy of both Aristotle and positivists is not metaphysics, but logics" [11].
And one more remark that enlightens the deepening of matter understanding, the problem of its primacy-secondarity. Last time the hypothesis of the Universe origin as a result of "explosion", that is its appearance from so-called "nothing", "nil" gains popularity [12]. In this context we must not neglect not so fantastic biblical dogma: "Look at sky and earth and, seeing all on them, cognize that the God created all from Nothing" [13].
But "nothing" it is not even simple, not trivial notion, -it is "nothing" in the not primitive, routine understanding, but in the deep philosophical and methodological sense; "nothing" it is just very "thing", something rather real. Thus, at a nuclear explosion, fantastic energy releases from "nothing". "Nothing" can be a result of an interaction process, reverse, opposite to the "explosion", as annihilation of antipodal phenomena, such as, for example, interaction between substance and antimatter. But "nothing" for human it is a special form of matter, because in contrast to its other forms, it is not perceived by human senses, but only logic, mind. However, matter in all its forms doesn't depend on human that is why "nothing" must be also considered on a pair with its other forms. Nothing it is a certain store, reservoir of all other forms of matter, from which they are extracted in forms that human senses are able to perceive. However, we must not reduce "nothing" to vacuum (absence of air only).
There are not unnecessary the following two conclusions about the problem of primacy-secondarity of matter or consciousness. The first one: just very statement of the problem of primacy-secondarity is simply incorrect and farfetched, because consciousness is matter too. The second one: the idea (maximum hypothesis) about primacy-secondarity contradicts to the principle, more precisely -the law of unity, the law of continuity, the law of simultaneity of: space and time; substance and spirit and other forms of matter that cannot, as Aristotle stated it, exist separately. But notwithstanding to it, separate fragments, thorn from the general law of simultaneity, may be Original Research Article: full paper (2020), «EUREKA: Social and Humanities» Number 1 Social sciences comprehended as primary or secondary. Thus, prima facie, such matter fragment as production planning looks prior to the following (secondary) material matter fragment -production. But an error is in the fact that production planning itself is subordinated to the more general law -the law of simultaneity, because it is described on real facts of a condition of the previous production only! And vice versa, production cannot be realized without its planning. That is production planning and production in the deep sense don't exist without each other; just this excludes their separate (primary or secondary) existence. Production planning and production exist only in continuity, in unity, in simultaneity!

Results
At analyzing, studying such complex notion as matter, it is necessary to pay attention also on neglect of certain authors at interpreting matter and free use of such important notions as "nature", "universe", "world" besides with it. They all the same differ from matter by their meaning. And if they were mixed up by ancient Greek philosophers, it is clear: they were in the very beginning of the way in matter cognition yet. In addition, translators could make their contribution in mixing these notions with matter. So, we must differentiate matter, nature, universe, world. Only in rare context they may be close by meaning. But it is better not to use them besides, very close to the term "matter".
The author's solution of the second problem of the study must be related to the new development stage of views on matter, space and time. The main attention in it concentrates on the definition just of their essence and content. For this aim, there is applied the new research methodology, based, first of all, on methods 2С70 and VEO [2,3]. At that the authors don't ignore, but follow the most advanced, imperishable, achieved in doctrines of both remote past and modern researchers.
Thus, it is necessary to take from Heraclitus' doctrine the notion "all" and its most important property -constant change, movement, flow [5]; from Anaxagoras' philosophy -the most important property of matter -infinity -as the third property of matter by importance after essence and content [8]; from Aristotle's doctrine -the main sense of matter as a unity of material and immaterial (substance and "form" by his expression); and also separate true ideas about space, time and especially about movement, in which he in fact unconsciously defined its essence as "change in general" [6].
It is necessary to take from Newton's doctrine the definition of such time property as its "flow", taking into account certain limitation of his interpretation of time as unchangeable and absolute [9].
Among Hegel's heritage the methodology, namely, the method of unity of historical and logical is valuable in the context of these research problems [4]. Hegel found just in it the practical application of the most important part of matter -time. Just time as an element of matter became the base of his method. It presupposed that it is always necessary to consider all phenomena in different periods of time, in the close connection with change in time, depending on time.
Among Einstein's heritage most valuable is the absolutely new understanding of time -its relativity, in contrast to Newton's dominant understanding of time absoluteness [10].
But, neither Heraclitus, nor Anaxagoras, nor Aristotle, nor Hegel, nor Newton, nor Newton literally formulated the essence and content of matter, space and time. It is despite the fact that Hegel reached the correct understanding of essence itself as the main property of any phenomenon [4].
Summarizing and generalizing different views on matter, the author made the following conclusions: -Heraclitus was very close to understanding the notion of matter. But he didn't lead it to the logic final, because he considered the notions "matter", "essence" and "all" separately and didn't establish their connection. That is why these three important notions, closely connected for the aim of this study, must be simply integrated in one brief key phrase: "The essence of matter is all"! This is the most important property of matter! At that the opposite is true too: "All is matter"! "Matter" and "all" are identical notions and phenomena and synonymic terms. Matter (all) is in the constant movement, flow. The main law of matter puts all at own places and makes scholastic discussions around the problem of primacy-secondarity absolutely unnecessary, senseless farfetched. Social sciences -The content of matter or all includes two main elements: space and time.
-The essence of space as it main property is its extent (infinite, finite and infinitely small in "nothing") the content of space: length, width, height.
-The essence of time is its continuous flow, continuance, duration (finite, infinite, and infinitely small in "nothing"); the content of time: past, present, future.
The obtained results are a consequence of using modern research methods 2С70 and VEO by the authors [2,3]. Just their use puts a point, more exactly, -an exclamation mark in solving the problem of matter definition! Matter is all; it is its essence and main law! There is nothing but matter, nothing ever was and nothing will ever be! All, finite and infinite; material and immaterial, real and virtual; this all is matter! The sense of the main law, matter essence, also means that matter is not only all that is, but also all that was, and all that will be.
But matter as "all" absolutely doesn't mean its definition as all only as a whole; matter as all -it is also separate part of the whole. At that, what it was can differ from what it is, and what it is -from what it will be. What it was in past, can be not in present or in future and vice versa. But what was, is and will be in Matter, are: Space and Time! "Matter doesn't disappear and appear again -it only transfers from one condition to another" [14]; from one form to another. Matter has no beginning, no end, it is infinite in space and infinite (eternal) in time. But parts, forms of matter are finite, concrete in time and space. And all, finite in space (Earth, its nature, universe) is also finite in time. Space and Time are inseparable: if space exists (finite or infinite), time exists too and vice versa: if no space -no time too.
It is necessary only to warn of a conclusion about the matter form "nothing" as the absence of time and space in it. It is true only for the human perception of a phenomenon "nothing" as the absolute absence of all. But for matter nothing is its usual form like all other. That is, "nothing", null it is reality, existence and not absence, although one of infinitely small extent of space duration and infinitely small continuance, duration of time.
Matter also must not be reduced to infinity. Infinity is important, but not main property of matter: finite is also present in matter. And the main property of matter, its essence: matter is all, literally all.
At solving the third problem, the authors proceeded from results of modern studies on paradigms development. They demonstrated that both time and space are obligatory, non-alternative methods for probating main laws, methods of developing any paradigms [2].
But at the beginning there was made a conclusion only about the property of paradigms to change in time. A conclusion about their changing also in space was made considerably latteronly after developing engineering and mechanics paradigms in 2018-2019 [2]. There was found out for the first time that there are spheres of activity, which main laws don't depend on time, but only on space. Thus, the main law of mechanics "Mechanics is organization of any forces" doesn't depend on time. For example, forces of attraction or repulsion don't depend on time, -only on space [2]. That is why it can be stated, that there are only two types of phenomena, which main laws: -Depend only on space (mechanics); -Depend on both time and space (for example, main laws of economics, management, marketing, entrepreneurship, pedagogy).
This research is devoted to the most important and complicated second group of main laws and, correspondingly, to two methods of paradigms development: space-based method and timebased method. The question about a type of connection between the time-and space-based methods was solved, first of all, based on the development practice of an essential number of paradigms. Just generalization of the obtained experience led the authors to the following conclusion: at first the main law must be probated by the space-based method, and only then the time-based method can be applied.
And just here the moment of truth came -a necessity to clarify and specify the very name of the time-and space-based methods. The point is that, obviously, space and time themselves are not methods -they are named in such a way for short. They become methods, when a human establishes a way of their use for developing paradigms [15], way of solving a human problem [16,17].

Social sciences
As it is demonstrated in [18], any methods appear only with problems, appeared in humans -there are no methods beyond human. There are several concrete and brief commentaries about the space-and time-based methods. The space-based method is one of probation of the main law by a human, using space; it means the consequence of the following operations: -The choice of a problem part of space that is the choice of an action space of paradigms, for example, the space of economy.
-Establishment of its main law ("Economy it is the organization of any cost").
-The choice of a concrete part of economy (space variety), for example, economy of an enterprise (production) and concretization of the main law of economy (Economy of an enterprise it is the organization of cost of labor inputs").
And the action of the space-based method finishes on it. And just after that the time-based method can be applied for developing paradigms! The time-based method it is a probation method of the main law by time, method of determining the predominant character of the main law of any phenomenon at changing (moving) time. Thus, the preferential character of the main law of the economy at an enterprise "Economy of an enterprise it is the organization of cost of labor inputs" may be of three types, depending on time. In the Pre-industrial time this main law was: "Economy is the organization of cost of mainly manual labor inputs". In the industrial time the main law of economy had the other character: "Economy is the organization of cost of mainly machine labor inputs". In the future Post-industrial time the main law of economy will be: economy is the organization of cost of mainly entrepreneurial labor inputs.
Such three types of the main law, probated by time, are just paradigms of the correspondent time intervals (epochs) as global strategies of manual, machine and entrepreneurial labor, respectively. Just paradigms are the result of using the time-based method.
The conducted analysis of the time-based method made it also clear that it is nothing else that a concrete expression of Hegel's method of unity of historical-logical, applied now to the solution of the concrete problem -paradigm development [4].
The fact of necessity to apply two methods of paradigms development (time-and space-based methods) and strict sequence of their application leads to the important conclusion about the presence, formation of the integral methodology. And taking into account that time and space form matter, it is logical to name this methodology of paradigms development matter-based methodology.

Conclusions
As far as paradigms are elaborated only using the time-and space-based methods, the matter-based methodology is the single one for paradigms development.
The following obtained results of the conducted studies are necessary to be presented as a conclusion: 1. The essence of matter "Matter is all" has been established.
2. The content of matter as space and time has been specified. 3. The essence of space as extent; the content -as width, length and height have been defined. 4. The essence of time as its continuance, flow; the content -as continuance of past, present and future have been defined.
5. The strict sequence of application of the time-and space-based methods at developing paradigms has been substantiated (at first the space-based method is applied, and then the timebased one). 6. It has been proved, that the strict sequence of application of the time-and space-based methods form the matter-based methodology.
7. It has been established, that just and only the matter-based methodology can provide paradigms development. 8. It has been established, that matter is a notion of not only philosophy, but also methodology. 9. The notions "space-based method" as a probation method of the main law by space, and "time-based method" as a probation method of the preferential character of the main law of any phenomenon at changing (moving) time have been specified.

Social sciences
10. The aim of this study was, undoubtedly, provided, first of all, due to applying methods 2С70 and VEO; positive results would be just impossible without them!
The main result of this study is two conclusions: -Matter is all.
-The matter-based methodology is the single methodology of paradigms development. Creation of the matter-based methodology as the single methodology of paradigms development results in deepening the understanding of nature and paradigms themselves.


The Effect of Consumer Interaction on Social Media (e-WOM) Towards Desire to Visit Tomohon City

Research on marketing communication has been growing ever since the internet has become one of the communication media that become basic needs. With the emergence of eWOM as form of consumer interaction for tourist destinations on social media, “the game” have changed, the more tourist destinations are exposing so that it affects the desire to travel. The aim of this research is to review more deeply about the influence of eWOM with the theory of planned behaviour, through the title of the effect of consumer interaction on social media towards the desire to visit Tomohon city. Based on the proposed hypothesis, there are four research variables, namely: eWOM, attitudes, subjective norms, perceived behavioural controls, and desire to travel. Data collection is done by observation, interview, and questionnaire methods. Data analysis techniques used to analyse data are Structural Equation Modelling (SEM). eWOM variable has an influence on attitudes, subjective norms, perceived behavioural controls and the desire to travel to Tomohon. Furthermore, this research will provide benefits to measure effectiveness in the use of social media in the tourism industry, as well as a reference in designing tourism promotion through social media. Keywords—marketing communication, social media, theory of planned behavior

I. INTRODUCTION
One of the most phenomenal products that emerged due to the technology was social media. Nowadays, social media plays a crucial role in the distribution of information flows. For instance, In Indonesia, social media users are growing very rapidly. The emergence of social media as a place for humans to interact with each other in cyberspace is one example of products from the development of the internet, with the development of web 2.0, a technology that makes human internet users can create information based on personal experience to the public, the level of use, attachment, and participation of people on the internet is increasing In business, users can gather in a social media account due to a response to a product launched by the company. Thus, social media users who gather in one forum will pay attention to brand image and loyalty, so that entrepreneur who utilize social media as a communication tool need to prepare a mature strategy [1]. According to Kotler and Keller [2], one important aspect in the use of social media as a marketing communication tool is word of mouth (WOM). WOM means a dialogue between different parties on the same issue. WOM can also be defined as the process of disseminating verbal information arising from the experience of using a product. WOM means a dialogue between different parties on the same issue. WOM can also be defined as the process of disseminating word-ofmouth information arising from the experience of using a product. Brand image in cyberspace are strongly influenced by opinion articulation of a product or service made by consumers, so that this can be a boomerang for the company, if they ignore it. A dynamic consumer attitude towards brands can be influenced by opinions from influencers [3].
In the tourism marketing perspective, WOM is agreed as the main factor in influencing the desire and decision to travel to a destination. In the era of internet-wave, tourists tend to consider recommendations and reviews from other experienced travellers to determine where to make a tourist visit [4]. However, to find out more clearly about the way tourists behaviour, this study uses the Theory of Planned Behaviour (TPB) by Ajzen [5]. Quintal (in Jalilvand [6] study states that TPB can be used in explaining tourist behaviour in relation to the tourism industry. Cheng et al (2005) also carried out the same study by adding behavioural variables in the past to the TPB model. Past behaviour in the study included WOM behaviour. Jalilvand et al [3] conducted a similar study by specifying WOM research in the online world so that the eWOM variable appeared.
With the many references mentioned above, researchers tried to adopt Jalilvand et al [3] research with the object of tourists who have an interest in Tomohon tourism, which is currently considered as one of the potential destinations owned by North Sulawesi. Organizing international events such as the Tomohon International Flower Festival (TIFF), a number of prominent destinations such as Lake Linow, Mount Lokon and Bukit Doa show the existence of Tomohon which intentionally encourages economic capitalization through tourism. The tourists who have had experience with Tomohon tourism. They often share photos, activity reviews, and other things to the social media they have, one of which is Instagram. These things are interesting for researchers to do this research.

A. Research Objectives and Benefits
This study aims to find the causal relationship of marketing communication through social media interaction (eWOM) which can influence the desire of tourists to visit Tomohon with the theory of planned behaviour approach. Research is expected to benefit the tourism industry in Tomohon, especially to the local government of Tomohon City, this research will provide benefits to measure effectiveness in the use of social media in the tourism industry, as well as a reference in designing tourism promotion through social media.

A. Electronic Word-of-Mouth (eWOM)
Some text. Based on the WOM definition proposed by Westbrook [6], electronic word of mouth (eWOM) can be interpreted as all informal communication that occurs directly between consumers through internet media related to experience in using goods and services or related to goods sellers and these services. Word-of-mouth (WOM) is influenced by two variables, namely the party that is the source of the message that influences (originator) and the party who receives the message (listener). Ditcher [4] states that consumers with a large involvement in products in general will increase WOM. The results of some of the studies above provide an initial illustration that user reviews become factors that significantly influence experience on something [7], because the true quality of a product is only seen when there are users who review it [8], and consumers modern will refer to WOM found in online media such as social media [3]. Consumers' diverse attitudes toward brands can be influenced by the opinion articulation of influencers. This also applies to the scope of tourism where tourists tend to consider recommendations and reviews from other experienced travellers to determine where to make a tourist visit [4].

B. Social Media
According to Kaplan and Haenlein [9], social media is defined as a collection of internet-based applications built on the basic foundations of web 2.0 ideas and technologies that provide space for users to create content. Jones [10] explained that the use of social media has increased since the media that use the internet developed user collaboration features, thus enriching information and experience gained by modern consumers in carrying out assessments on products, brands and companies. Some social media that have many users are Facebook, Instagram and Twitter a subsubsection.

C. Theory of Planned Behavior
An alternative approach to predict interest or desire that is generally used in the study of consumer behaviour is the theory of planned behaviour (Theory of Planned Behaviour) that postulated by Ajzen [5]. The theory expostulates three factors that shape interest, namely attitudes toward behaviour, subjective norms and perceived behavioural control. Behaviour will not appear without interest to do so [11]. According to TPB, interest or intention to behave is determined by the relative weight of attitudes toward behaviour, subjective norms, and behavioural perceptions.

D. Hypothesis Formulation
The hypothesis produces a relationship between variables that facilitate discussion of the problem, namely:

A. Data Collection Method
This study took 110 samples to represent the population, namely all Instagram social media users who have an interest in traveling who are members of the same online group as researchers who are active on Instagram and have never been to Tomohon before 2015. The steps taken for purposive sampling in this study are as follows.
 Create a category of friend population in online groups based on age, gender, level of education, occupation, and area of origin.
 Determine the sample that really has the desire to travel and use Instagram.
 Collecting samples up to 110 respondents and filling out questionnaires online.
For data collection, observation is done, by observing the respondent's behavior directly. As well as, questionnaires, related to responses to various research variables.

B. Data Analysis Technique
This study uses SEM analysis techniques to reduce measurement errors and obtain an affirmation factor analysis (Confirmatory Factor Analysis). The stages of SEM use in this study will refer to Hair et al. [12] as follows:  Identify constructs, individually.
 Building an overall measurement model.

A. Respondent Demographics
Respondents in this study were dominated by women as many as 73 respondents or 66.36% while the rest were male, which amounted to 37 people or 33.64%. Around 60.91% of respondents or 67 respondents aged 17-22 years and the rest aged 23-28 years that is equal to 35.45% (39 people), 29-34 years which is about 1.82% (2 respondents) and 35 -39 years at 1.82% (2 people). Based on occupation, most of the respondents were students, namely 76.3% (84 people), while 16.36% (18 people) were private employees, and were 1.82% of BUMN employees (2 people) while the remaining 5.45% (6 people) . When viewed in terms of income, the majority of respondents have income <IDR 3,000,000, namely 79.09% (87 people), then 18.18% of respondents (20 people) have income> IDR 3,000,000 -IDR 10,000,000, and the rest 2.73% of respondents (3 people) have income> IDR 10,000,000.

B. Data Analysis Results
In the full SEM model, the analysis is carried out by testing the suitability and statistical tests by referring to the fit model criteria. Data processing results for full SEM model analysis are presented in Figure below:  Table  1. The value of t-value in the AMOS 21 program is the critical ratio (C.R.) value in Regression Weights from the fit model (Full Model). If the value of the critical ratio (C.R.) ≥ 1.96 and the probability value (p) ≤ 0.05, then H0 is rejected (the research hypothesis is accepted). Based on these rules, the whole hypothesis is accepted. Variables that have a direct influence on the variable desire to travel are eWOM variables of 0.287 and attitudes of 0.563. In addition, the eWOM variable also gives a direct influence on attitude variables of 0.406, subjective norm variables of 0.500 and behavioral control variables of 0.523. The total effect of attitude (0.376) has the greatest influence on the desire of travel compared to other variables. Furthermore, for the eWOM variable has the value of the total influence on behavioral control of 0.534, subjective norm of 0.510 and the effect on attitude of 0.355.

D. Discussion
1) The effect of eWOM on attitudes, and attitudes to desire to travel: eWOM has a positive influence of 0.355 on the attitude to travel, it means that if the eWOM value increases it will increase the attitude to travel or visiting Tomohon, assuming other independent variables are considered constant. A positive and interesting post or review can also positively influence a person's attitude in considering traveling. By consulting with people who have made posts and reviews about a destination, someone will feel safer and feel confident to choose to visit the destination. The attitude variable in this study has a positive influence on the desire to travel to Tomohon. The more interesting posts and positive reviews about Tomohon on Instagram, the more people will appreciate the quality of Tomohon tourism.
2) The effect of eWOM on subjective norms and subjective norms on desire to travel: In TPB, subjective norms are defined as perceptions that are formed from social pressure from outside the self which determines whether or not a behavior is performed [5]. Study concluded that peer influence and social environment are indicators of subjective norms affecting behavior in the process of technological adaptation. The results of this study indicate that eWOM has a significant influence on subjective norms, but on the other hand subjective norms do not have a significant influence on the desire to travel. The decision to travel someone's tour is mostly due to their own awareness or decision. After getting information about a destination, a personal decision will determine whether or not someone wants to travel to Tomohon.
3) The influence of eWOM on the perceived control behavior and perceived control behavior in desiring to travel: In the context of tourism, travel decisions and perceived behavioral controls relate to perceptions of the level of satisfaction with the destination and the possibility of visiting the destination, as well as the confidence to visit the destination [6]. In this study, the results obtained that eWOM has a significant relationship to self-control that is perceived subjectively. If you look at the demographic characteristics of respondents who showed the number as much as 76% of respondents were students / students, it is understandable why perceived behavioral control variables did not have a positive effect on the desire to travel to Tomohon. For students, where they do not have their own income, the decision to travel to Tomohon will be greatly influenced by the ability of their resources.
4) The effect of eWOM on desire to travel: In this study eWOM has a positive influence on the desire to travel to Tomohon. The results of this study are consistent with previous research that found the fact that eWOM in the form of reviews from consumers influences purchasing decisions. According to Jalilvand and Samiei [3], modern consumers will seek information and ask for input from other consumers who already have experience in using the product before making a purchase. From the data obtained in this study shows that many respondents who want to travel to Tomohon after seeing interesting posts and reviews from Instagram accounts. Interesting photos of tourist sites in Tomohon affect people to prefer Tomohon compared to other destinations in Indonesia.

V. CONCLUSION AND MANAGERIAL IMPLICATION
Based on the conclusions that have been described, there are several managerial implications that can be applied by the Tourism Office and related parties such as the private sector, for example, Because the eWOM variable has an influence on attitudes, subjective norms, perceived behavioral controls and the desire to travel to Tomohon, the eWOM variable is the main focus that must be a reference for relevant Agencies such as the local Tourism Office and other parties such as the private sector to increase the number of tourists. From the statement contained in the eWOM variable, it can be seen that the statement about seeking information about the review of a destination that is intended before traveling to a destination has the highest average value, therefore the relevant parties should provide information about the tours in Tomohon online. both through websites and other social media because with this information, more and more people will read and raise the desire to travel to Tomohon. With the increasing number of tourists in Tomohon, it will increase government, private and community income in Tomohon. In addition to the need to convey tourist information through online either through the website or social media the Tourism Service and other parties such as the private sector need to control the form and content of the information conveyed to further enhance positive information related to Tomohon tourism. Collaborating with social media users such as Influencers and social media accounts that specifically promote tourism.

A. Implications for Future Research
Subsequent research is recommended to use a wider area because of the potential of tourism in Indonesia which is currently growing very rapidly. By increasing the number of samples used with a more diverse demographic mix. Marketing communication strategy has not been much discussed in this study, especially in building the value of tourism in an area so that in the future it can become a new area of research in the future.