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Consumer engagement in social media: scale comparison analysis

Mateus Ferreira (Department of Business Administration, Universidade Federal do Cariri, Juazeiro do Norte, Brazil and Fundacao Getulio Vargas Escola de Administracao de Empresas de Sao Paulo, Sao Paulo, Brazil)
Felipe Zambaldi (Department of Marketing, Fundacao Getulio Vargas Escola de Administracao de Empresas de Sao Paulo, Sao Paulo, Brazil)
Diego de Sousa Guerra (Department of Marketing, Fundacao Getulio Vargas Escola de Administracao de Empresas de Sao Paulo, Sao Paulo, Brazil and Universidade Federal do Cariri, Juazeiro do Norte, Brazil)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 27 January 2020

Issue publication date: 23 June 2020

3485

Abstract

Purpose

Engagement is a construct that varies according to the subject, object and context; this has been used to justify the coexistence of a variety of construct definitions and scales. Instead of proposing a new scale, this paper aims to create a procedure for comparing scales and to use it to evaluate brand engagement measures in social media.

Design/methodology/approach

This study first defines a procedure for the selection, standardization and comparison of scales; this procedure considers both the classical test theory (CTT) and item response theory (IRT). The authors apply the procedure in a survey of 233 respondents to compare three scales for measuring consumer engagement with brands in social media.

Findings

The establishment of a procedure for scale comparison is useful in assisting researchers to choose specific measures. Results showed that the three scales have similar characteristics, but Vivek et al.’s (2014) scale is recommended when better discrimination between construct dimensions is required, Hollebeek et al.’s (2014) scale could be used as a one-dimensional scale and Dessart et al.’s (2016) reduced scale has better ability to capture information for the affective and cognitive dimensions. None of the scales were very efficient in discriminating weakly and strongly engaged individuals.

Originality/value

This study makes a substantive contribution by proposing a procedure for scale comparison that considers CTT and IRT and shows the advantages, limitations and recommendations for using three different scales of consumer engagement.

Keywords

Citation

Ferreira, M., Zambaldi, F. and Guerra, D.d.S. (2020), "Consumer engagement in social media: scale comparison analysis", Journal of Product & Brand Management, Vol. 29 No. 4, pp. 491-503. https://doi.org/10.1108/JPBM-10-2018-2095

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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