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首页> 外文期刊>Journal of advertising research >Measuring Consumers' Engagement With Brand-Related Social-Media Content Development and Validation of a Scale That Identifies Levels of Social-Media Engagement with Brands
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Measuring Consumers' Engagement With Brand-Related Social-Media Content Development and Validation of a Scale That Identifies Levels of Social-Media Engagement with Brands

机译：通过与品牌相关的社交媒体内容开发来衡量消费者的参与度，并验证用于识别品牌与品牌的社交媒体参与度的量表

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摘要

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-related social media content. Quantitative data from a survey of 2,252 consumers across Poland then was collected in two phases to calibrate and validate the ensuing scale, measuring participants' engagement, with nearly 300 brands spanning a range of industries. Results confirmed the structure and psychometric properties of the scale.
机译：本研究的目的是根据在较早的理论结构“消费者的在线品牌相关活动”（Muntinga， Moorman和Smit，2011年）。定性技术用于生成最初的商品库，这些商品库捕获了不同层次的消费者参与度，包括消费，贡献和与品牌相关的社交媒体内容的创建。然后，分两个阶段收集了来自波兰2,252名消费者的一项调查的定量数据，以校准和验证随后的规模，从而衡量参与者的参与度，涉及多个行业的近300个品牌。结果证实了量表的结构和心理计量学特性。

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