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Construction and validation of the customer social participation in brand communities scale

Construction and validation of the customer social participation in brand communities scale PurposeThe purpose of this paper is to construct and validate customer social participation (CSP) scale in the context of brand communities on social media.Design/methodology/approachIn this study, various tests for reliability and validity have been performed to confirm scale structure. Data were collected using survey method from the student and non-student sample.FindingsThe results confirm a multi-dimensional scale with nine items for measuring customer participation in social media brand communities.Research limitations/implicationsThe results of this study present several implications for online brand communities managers and are likely to support future research in the context of social media brand communities.Originality/valueThis paper is the first to develop a multi-dimensional scale of customer participation in social media brand communities. This is a new addition to existing literature, as the majority of empirical studies in this field are from participation other than CSP, and contexts different from social media brand communities. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Internet Research Emerald Publishing

Construction and validation of the customer social participation in brand communities scale

Internet Research , Volume 28 (1): 28 – Feb 6, 2018

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1066-2243
DOI
10.1108/IntR-01-2017-0011
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to construct and validate customer social participation (CSP) scale in the context of brand communities on social media.Design/methodology/approachIn this study, various tests for reliability and validity have been performed to confirm scale structure. Data were collected using survey method from the student and non-student sample.FindingsThe results confirm a multi-dimensional scale with nine items for measuring customer participation in social media brand communities.Research limitations/implicationsThe results of this study present several implications for online brand communities managers and are likely to support future research in the context of social media brand communities.Originality/valueThis paper is the first to develop a multi-dimensional scale of customer participation in social media brand communities. This is a new addition to existing literature, as the majority of empirical studies in this field are from participation other than CSP, and contexts different from social media brand communities.

Journal

Internet ResearchEmerald Publishing

Published: Feb 6, 2018

References