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

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.
JEL Classification M31, M10

This work was supported by the strategic grant POSDRU/159/1.5/S/133255, Project ID 133255 (2014), cofinanced by the European Social Fund within the Sectorial Operational Program Human Resources Development 2007-2013.

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© 2015 The Authors. Published by Sprint Investify. ISSN 2359-7712. This article is licensed under a Creative Commons Attribution 4.0 International License. Creative Commons License
Corresponding Author
Alin Opreana, Lucian Blaga University of Sibiu, Romania
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Lucian Blaga University of Sibiu

The Bucharest University of Economic Studies