Browsing by Author "Roy, Subhadip"
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- Constructing and validating a scale to measure Social media brand community enjoyment (SMBCE)Publication . Roy, Subhadip; Machado, Joana
- Social media brand community enjoyment (SMBCE): scale construction and validation from an etic perspectivePublication . Roy, Subhadip; Machado, Joana C.The present study builds on the literature on enjoyment in marketing to construct and validate a scale that measures Social Media Brand Community Enjoyment (SMBCE). The scale is developed using six studies (with total N =1 253) with five conducted in India (development and validation) and one in Portugal (generalization). The result is a five-dimensional SMBCE scale with these dimensions: engagement, affect, fulfillment, self-expression, and participation. SMBCE was found to influence brand affect and brand attachment and was found to be influenced by openness to experience. The study has relevant theoretical and managerial implications.