Measuring Consumers' Engagement with Brand-Related Social-Media Content: Development and Validation of a Scale That Identifies Levels of Social-Media Engagement with Brands
Bruno Schivinski, George Christodoulides and Dariusz Dabrowski
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).
Schivinski, Christodoulides and DabrowskiMeasuring Consumers' Engagement with Brand-Related Social-Media
Content: Development and Validation of a Scale That Identifies Levels of Social-Media
Engagement with Brands
Bruno Schivinski
Nottingham Trent University
George Christodoulides
Birkbeck, University of London
Dariusz Dabrowski
Gdansk University of Technology
MANAGEMENT SLANT
- Advertisers can use the authors’ “Consumers’ Engagement With Brand-Related
Social-Media Content” scale as an instrument for auditing and tracking the
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