A scale to measure consumer’s engagement with social media brand-related content

Schivinski, B. ORCID: 0000-0002-4095-1922, Christodoulides, G. and Dabrowski, D., 2015. A scale to measure consumer’s engagement with social media brand-related content. In: ICORIA 2015: 14th International Conference on Research in Advertising, Birkbeck, University of London. London, 3-4 July 2015.

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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.

Item Type: Conference contribution
Creators: Schivinski, B., Christodoulides, G. and Dabrowski, D.
Date: 2015
Divisions: Schools > Nottingham Business School
Depositing User: Jill Tomkinson
Date Added: 02 Feb 2016 11:06
Last Modified: 09 Jun 2017 13:58
URI: http://irep.ntu.ac.uk/id/eprint/26863

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