Burak Tunca

Universitetslektor

Consumer Brand Engagement in Social Media: A Pre-Registered Replication

Författare

Burak Tunca

Summary, in English

This study presents a pre-registered replication of one of the most influential articles in the customer engagement literature entitled Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation (Hollebeek, Glynn, & Brodie, 2014, Journal of Interactive Marketing, 28[2], 149–165). By employing the popular social media brand Instagram®, which is often used by marketers to facilitate consumer engagement, this study tested the hypotheses posited by Hollebeek et al. (2014). Although the original model replicated well and similar findings were observed, replication results indicated problems with discriminant validity between consumer brand engagement and self-brand connection constructs. Further exploratory analyses of the dataset also revealed potential gender differences in responses to consumer brand engagement items. Future replication studies are required to address these issues and increase the generalizability of consumer brand engagement theories.

Avdelning/ar