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    A scale to measure consumers' engagement with social media brand-related content

    Schivinski, Bruno and Christodoulides, George and Dabrowski, D. (2015) A scale to measure consumers' engagement with social media brand-related content. In: 14th International Conference on Research in Advertising - ICORIA, 03-04 Jul 2015, London, UK.

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    Schivinski, Christodoulides, Dabrowski - 2015 - A scale to measure consumers' engagement with social media brand-related content.pdf - Author's Accepted Manuscript

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    Abstract

    The purpose of this study is to fill the gap in the literature concerning to the measurement of consumer’s engagement with social media brand-related content (hereafter, CESBC). We introduce empirical evidence for the development and measurement of CESBC scale. The scale is based on the consumer's online brand-related framework and comprises three dimensions: consumption, contribution, and creation. We used qualitative techniques to prepare an initial list of items and tested and validated the CESBC scale with confirmatory factor analysis (CFA). Results (n = 2252) confirmed the three-factor structure of the CESBC and indicated its good psychometric properties.

    Metadata

    Item Type: Conference or Workshop Item (Paper)
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Management
    Depositing User: Dr Bruno Schivinski
    Date Deposited: 09 Oct 2017 12:33
    Last Modified: 09 Oct 2017 12:33
    URI: http://eprints.bbk.ac.uk/id/eprint/19942

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