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