Measuring Consumers' Engagement With Brand-Related Social-Media Content

  title={Measuring Consumers' Engagement With Brand-Related Social-Media Content},
  author={Bruno Schivinski and George Christodoulides and Dariusz Dąbrowski},
  journal={Journal of Advertising Research},
  pages={64 - 80}
ABSTRACT 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… Expand

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