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.
Internet Research – Emerald Publishing
Published: Feb 6, 2018