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Authors
Advisor(s)
Abstract(s)
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.
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Pedagogical Context
Citation
Roy, S., Machado, J.C. (2018). Social media brand community enjoyment (smbce): scale construction and validation from an etic perspective. Journal of Marketing Theory and Practice, 26(4), 390-411
Publisher
Taylor & Francis Group