<![CDATA[This paper aims to explore the influence of SMA and customer engagement (CE) on OR, and the effect of CE mediation on the relationship between SMA and OR. The relationship is studied with the theory of dynamic capability views. A research hypothesis was developed. This research method uses a quantitative descriptive approach. The sample frame is 130 respondents from private universities in Denpasar City, Indonesia, who use e-learning and social media. The data was processed using SmartPLS 4 to test the proposed hypothesis. The results of this study show a significant positive relationship between high school, CE, and college OR. The results of the study also showed that CE fully mediated the relationship between SMA and OR. This research provides practical implications that allow organizations, especially colleges, to develop strategies and reap the benefits of high school and customer engagement (CE) to gain an organization's reputation. Previously, there had been no attempt to measure the influence of media agility and customer engagement (CE) on an organization's reputation. The novelty of this study is that it provides empirical information about customer engagement and organizational reputation, as well as the role of social media agility. The results of the study helped university managers design social media agility strategies.]]>
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