ABSTRACT
The purpose of the current study was to develop a scale to measure the consumer's engagement with brand-related social-media content, based on three dimensions established in the framework of an earlier theoretical construct, “Consumer's Online Brand-Related Activities” (Muntinga, Moorman, and Smit, 2011). Qualitative techniques were used to generate an initial pool of items that captured different levels of consumer engagement with consumption, contribution, and creation of brand-related social-media content. Quantitative data from a survey of 2,252 consumers across Poland then was collected in two phases to calibrate and validate the ensuing scale, measuring participants' engagement, with nearly 300 brands spanning a range of industries. Results confirmed the structure and psychometric properties of the scale.
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Vol 56 Issue 1
Jump to
- Article
- ABSTRACT
- MANAGEMENT SLANT
- INTRODUCTION
- LITERATURE REVIEW
- METHODOLOGY
- QUALITATIVE EXPLORATION
- QUANTITATIVE ANALYSIS
- STUDY 5: SCALE VALIDATION
- CONCLUSIONS
- LIMITATIONS AND FURTHER RESEARCH
- ABOUT THE AUTHORS
- ACKNOWLEDGMENTS
- APPENDIX A Activities Pertinent to Each Dimension Of the “Consumer's Online Brand-Related Activities” Framework
- APPENDIX B Mean Scores for the Three Dimensions of the CEBSC Scale by Industry
- APPENDIX C Descriptive Statistics for the Items of the CEBSC Scale, Factor Loadings (Completely Standardized Lambda X), and Explained Variance on Each Item (R2) for the Final Three-Factor 17-Item Model
- REFERENCES
- Figures & Data
- Info