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Consumer Engagement in Online Settings: Conceptualization and Validation of Measurement Scales

Author

Listed:
  • Simona VINEREAN

    (Sprint Investify Research Unit)

  • Alin OPREANA

    (Lucian Blaga University of Sibiu)

Abstract

This paper addresses the conceptualization, scale development and scale validation related to the study of consumer engagement in online settings. It first reviews this concept and draws attention to the multidimensionality of the construct, considering the underlying cognitive, emotional, and behavioral dimensions of consumer engagement. Then, it presents the foundation of this concept in relationship marketing and adds support to this proposition. Further, it proposes the construction and psychometric assessment of a 37 scales that examine all three dimensions, based on an international sample of 110 respondents who engage with a brand on a social media network. Based on multiple and successive applications of exploratory and confirmatory factor analyses, 11 scales are developed showing strong evidence of reliability and validity measurement of consumer engagement in online settings. The final section includes a discussion of the academic contributions, managerial, implications of the findings and directions for future research.

Suggested Citation

  • Simona VINEREAN & Alin OPREANA, 2015. "Consumer Engagement in Online Settings: Conceptualization and Validation of Measurement Scales," Expert Journal of Marketing, Sprint Investify, vol. 3(2), pages 35-50.
    • Handle: RePEc:exp:mkting:v:3:y:2015:i:2:p:35-50
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    References listed on IDEAS

    as
    1. Heather L. O'Brien & Elaine G. Toms, 2010. "The development and evaluation of a survey to measure user engagement," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 61(1), pages 50-69, January.
    2. Hollebeek, Linda D. & Glynn, Mark S. & Brodie, Roderick J., 2014. "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 149-165.
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    5. Sin, Leo Y. M. & Tse, Alan C. B. & Yau, Oliver H. M. & Chow, Raymond P. M. & Lee, Jenny S. Y. & Lau, Lorett B. Y., 2005. "Relationship marketing orientation: scale development and cross-cultural validation," Journal of Business Research, Elsevier, vol. 58(2), pages 185-194, February.
    6. Heather L. O'Brien & Elaine G. Toms, 2008. "What is user engagement? A conceptual framework for defining user engagement with technology," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 59(6), pages 938-955, April.
    7. Heather L. O'Brien & Elaine G. Toms, 2010. "The development and evaluation of a survey to measure user engagement," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 61(1), pages 50-69, January.
    8. Eric J. Arnould & Craig J. Thompson, 2005. "Consumer Culture Theory (CCT): Twenty Years of Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 868-882, March.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    consumer engagement; online marketing; social media; scale development; scale validation; relationship marketing; multidimensional concept;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

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