Journal of Interactive Marketing· 2014Q1
Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation
- 3,080citations
- Q1SCImago
- 2014year
Short summary
A new 10-item scale reliably measures consumer brand engagement (CBE) in social media, conceptualized as cognitive, emotional, and behavioral activity during brand interactions.
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Sociology and Political ScienceSocial Sciences