RT Journal Article
SR Electronic
T1 Measuring Consumers' Engagement With Brand-Related Social-Media Content
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP JAR-2016-004
DO 10.2501/JAR-2016-004
A1 Bruno Schivinski
A1 George Christodoulides
A1 Dariusz Dabrowski
YR 2016
UL http://www.journalofadvertisingresearch.com/content/early/2016/02/10/JAR-2016-004.abstract
AB 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.