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Measuring Consumers' Engagement With Brand-Related Social-Media Content. Development and Validation of a Scale that Identifies Levels of Social-Media Engagement with Brands
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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Authors (3)
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Bruno Schivinski dr
- . .
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George Christodoulides dr
- . .
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Details
- Category:
- Articles
- Type:
- artykuł w czasopiśmie wyróżnionym w JCR
- Published in:
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JOURNAL OF ADVERTISING RESEARCH
no. 56,
edition 1,
pages 64 - 80,
ISSN: 0021-8499 - Language:
- English
- Publication year:
- 2016
- Bibliographic description:
- Schivinski B., Christodoulides G., Dąbrowski D.: Measuring Consumers' Engagement With Brand-Related Social-Media Content. Development and Validation of a Scale that Identifies Levels of Social-Media Engagement with Brands// JOURNAL OF ADVERTISING RESEARCH. -Vol. 56, iss. 1 (2016), s.64-80
- DOI:
- Digital Object Identifier (open in new tab) 10.2501/jar-2016-004
- Verified by:
- Gdańsk University of Technology
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