50,082 research outputs found
Measuring consumers' engagement with brand-related social-media content: development and validation of a scale that identifies levels of social-media engagement with brands
The main purpose of this study is to develop a scale to measure consumer's
engagement with social media brand-related content. The reported scale (CESBC)
comprises three dimensions: consumption, contribution, and creation. Qualitative
techniques were used to generate an initial pool of items that capture different levels of
consumer engagement with social media brand-related content. Quantitative data from
a consumer survey (=2252) was then collected in two phases to calibrate and validate
the ensuing scale. Results confirmed the structure and psychometric properties of the
CESBC. As expected, each subscale is significantly correlated with nomological
network constructs, i.e., brand equity and brand attitudes
Tweeting the Mind and Instagramming the Heart: Exploring Differentiated Content Sharing on Social Media
Understanding the usage of multiple OSNs (Online Social Networks) has been of
significant research interest as it helps in identifying the unique and
distinguishing trait in each social media platform that contributes to its
continued existence. The comparison between the OSNs is insightful when it is
done based on the representative majority of the users holding active accounts
on all the platforms. In this research, we collected a set of user profiles
holding accounts on both Twitter and Instagram, these platforms being of
prominence among a majority of users. An extensive textual and visual analysis
on the media content posted by these users revealed that both these platforms
are indeed perceived differently at a fundamental level with Instagram engaging
more of the users' heart and Twitter capturing more of their mind. These
differences got reflected in almost every microscopic analysis done upon the
linguistic, topical and visual aspects.Comment: 4 pages, 8 figure
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