Scale Development and Validation for Measuring Online Engagement |
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Authors: | Mandakini Paruthi Harsandaldeep Kaur |
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Affiliation: | Department of Commerce, Guru Nanak Dev University, Amritsar, PB, India |
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Abstract: | Although the construct of online engagement has received considerable attention in the consumer behavior literature, academic research lacks clear conceptualization and rigorous measurement of the construct within social media. Further, a lack of consensus remains with regard to the conceptualization and operationalization of engagement in the marketing literature. This study develops and validates a 16-item online engagement scale comprising four factors: conscious attention, affection, enthused participation, and social connection. Strong evidence supports the reliability of the multidimensional conceptualization, as well as its convergent and discriminant validity. The scale offers a framework for future research investigations in an increasingly important area. |
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Keywords: | Multidimensional online engagement social media |
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