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Resumo(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.
Descrição
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Contexto Educativo
Citação
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
Editora
Taylor & Francis Group