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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

    Schivinski, Bruno and Christodoulides, George and Dabrowski, D. (2016) 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 56 (1), ISSN 0021-8499.

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    Abstract

    The main purpose of this study is to develop a scale to measure consumer's engagement with social media brand-related content. The reported scale (CESBC) comprises three dimensions: consumption, contribution, and creation. Qualitative techniques were used to generate an initial pool of items that capture different levels of consumer engagement with social media brand-related content. Quantitative data from a consumer survey (=2252) was then collected in two phases to calibrate and validate the ensuing scale. Results confirmed the structure and psychometric properties of the CESBC. As expected, each subscale is significantly correlated with nomological network constructs, i.e., brand equity and brand attitudes.

    Metadata

    Item Type: Article
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Management
    Depositing User: George Christodoulides
    Date Deposited: 23 May 2016 13:03
    Last Modified: 16 Oct 2017 08:59
    URI: http://eprints.bbk.ac.uk/id/eprint/12407

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