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

@article{Schivinski2016MeasuringCE,
  title={Measuring Consumers' Engagement With Brand-Related Social-Media Content},
  author={Bruno Schivinski and George Christodoulides and Dariusz Dabrowski},
  journal={Journal of Advertising Research},
  year={2016},
  volume={56},
  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… 

Figures and Tables from this paper

Consumer Brand Engagement Beyond the “Likes”

The development and validation process of a CBE scale beyond the Internet behavior context is reported and the results indicate that brand engagement measured by theCBE scale affects important aspects of brand-related consumer constructs.

Antecedents of consumers’ engagement with brand-related content on social media

  • A. Mishra
  • Business
    Marketing Intelligence & Planning
  • 2019
Purpose The purpose of this paper is to investigate the effect of brand’s social media marketing efforts and individual’s online social interaction propensity on various levels of consumers’

Digital engagement in social media : likes as a predictor of brand value

This study suggests indicators of consumers’ digital engagement with brand-related social media contents as a contemporary measure of brand equity and examines its relationship with brand value. The

The influence of interpersonal motivation on polish consumers’ online brand-related activity

The development of social media has a substantial impact on the surge of social engagement of Internet users. It is particularly prominent in the domain of content creation and content sharing. Such

Consumer brand engagement in social networking sites and its effect on brand loyalty

Abstract Marketers today use social networking sites as their communication channel to promote their brands. There is a growing importance to this media to increase consumer’s online participation

Consumer engagement behavior perspective in social media: Mediating role and impact on brand equity

This study analyzes the impact of marketing communication (MC) in social media (SM) on brand equity (BE), seeking to identify the mediating role of consumer engagement behavior (CEB) between

Branded Content Experience in Social Media: Conceptualization, Scale Development, and Validation

INCENTIVES FOR SOCIAL MEDIA USERS’ ENGAGEMENT TO DIFFERENT BRAND-RELATED CONTENT TYPES

The purpose of this study is to analyze social media users’ incentives for engagement with brand-related content on social media. Based on the uses and gratification theory, two types of incentives
...

References

SHOWING 1-10 OF 75 REFERENCES

The impact of brand communication on brand equity through Facebook

Purpose – The purpose of this article is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity

The effect of social media communication on consumer perceptions of brands

Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the

Memo to Marketers: Quantitative Evidence for Change

ABSTRACT Developed in response to the new challenges of the social Web, this study investigates how involvement with brand-related user-generated content (UGC) affects consumers' perceptions of

Social media's slippery slope: challenges, opportunities and future research directions

Purpose – Academics and the business community are interested in learning how social media can benefit (or harm) consumer‐brand engagement. As more branding activity goes social, marketers are not

Are social media replacing traditional media in terms of brand equity creation

Purpose - The purpose of this paper is to investigate the relative impact of brand communication on brand equity through social media as compared to traditional media. In a juxtaposition of different

Exploring Consumer Motivations for Creating User-Generated Content

ABSTRACT The advent of Web 2.0 technologies has enabled the efficient creation and distribution of user-generated content (UGC), resulting in vast changes in the online media landscape. For instance,

Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?

Through Web-based consumer opinion platforms (e.g., epinions.com), the Internet enables customers to share their opinions on, and experiences with, goods and services with a multitude of other

Agency-Generated Research of Consumer-Generated Content

ABSTRACT Social media enable advertising agencies to engage directly with the public by participating in—and observing—real conversations. The current study recruited a Delphi panel to explore how

The Influence of eWOM on Virtual Consumer Communities: Social Capital, Consumer Learning, and Behavioral Outcomes

ABSTRACT Word of mouth (WOM) is a highly credible form of marketing information. However, because it is difficult to study WOM in the face-to-face context, researchers have limited understanding of
...