The DOI matches its Crossref record; 8 of the 8 references it cites were found in a registry or an index.
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
ABSTRACT The purpose of the current study was to develop a scale to measure the consumer9s engagement with brand-related social-media content, based on three dimensions established in the framework of an earlier theoretical construct, “Consumer9s 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 participants9 engagement, with nearly 300 brands spanning a range of industries. Results confirmed the structure and psychometric properties of the scale.
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BackgroundThe Persuasiveness of Source Credibility: A Critical Review of Five Decades' Evidence
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AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021) · Review of International Business and Strategy · doi:10.1108/ribs-07-2020-0089 · Cited by 311
Brill, T. M., Munoz, L., & Miller, R. J. (2019) · Journal of Marketing Management · doi:10.1080/0267257x.2019.1687571 · Cited by 291
Meng, K. S., & Leung, L. (2021) · Telecommunications Policy · doi:10.1016/j.telpol.2021.102172 · Cited by 224
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Metadata
- Authors
- Schivinski, B., Christodoulides, G., & Dabrowski, D.
- Venue
- Journal of Advertising Research
- Publisher
- Informa UK Limited
- Published
- 2016-02-12
- Volume
- 56
- Issue
- 1
- Pages
- 64-80
- ISSN
- 0021-8499 (ISSN-L)
- 1740-1909
- OpenAlex
- W2266365163
- Cited by
- 539
- References
- 8
- FWCI
- 91.46
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
