Measuring Consumers' Engagement With Brand-Related Social-Media Content

By Bruno Schivinski, George Christodoulides, D. Dabrowski. Journal of Advertising Research, 2016

480 citations recorded by the source corpus.

Subfields: Information Systems and Management, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/e9fe7ea7e3a033d5be93a0e6af8decac23e30fcf

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Citations in the corpus

Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing (2019, methodology): “In this paper, customer engagement is measured as a reflection of the three types of customer engagement behaviors (i.e., consumption, contribution, and creation behaviors) with brand-related social media content (Schivinski et al., 2016).”
Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong (2020, background): “Value co-creation and consumer-brand engagement (CBE) stand out in research as critical brand-building mechanisms, because of their potential to positively influence customers’ behaviour (Hollebeek, 2013; Schivinski et al., 2016).”
Understanding consumers’ social media engagement behaviour: An examination of the moderation effect of social media context (2021, unknown): “As explained in section 2, consumption , contribution , and creation are the three levels of engagement behaviour, and the categorisation of the three levels is based on the taxonomy of engagement activities by Schivinski et al. (2016).”
The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions (2021, unknown): “…of this strategy by business explains that more than 80% of Fortune 500 companies utilize social-media platforms to interact with consumers, thus facilitating the two CP forms, in order to build favorable and robust brand knowledge amongst consumers (Hinson et al., 2019; Schivinski et al., 2016).”
S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM (2019, background): “2015), and consumer engagement with brand-related social media content (Schivinski et al. 2016) each propose a unique set of engagement dimensions.”
When social media influencers endorse brands: the effects of self-influencer congruence, parasocial identification, and perceived endorser motive (2019, methodology): “According to Schivinski, Christodoulides, and Dabrowski (2016), consumer’s engagement with brand-related social media content was measured by the following six statements based on 7-point Likert-type scales ranging from 1 (strongly disagree) to 7 (strongly agree).”