Applying the Consumer Brand Engagement in Social Media Scale to Professional Sport: A Psychological Approach to Measuring Social Media Engagement

被引:0
|
作者
Achen, Rebecca M. [1 ]
Blank, Ashley Stadler [2 ]
机构
[1] Univ Kansas, Sch Profess Studies, Lawrence, KS 66045 USA
[2] Xavier Univ, Dept Mkt, Cagayan De Oro, Philippines
来源
SPORT MARKETING QUARTERLY | 2024年 / 33卷 / 03期
关键词
social media measurement; consumer behavior; social media management; professional sport; sport marketing; RELATIONSHIP QUALITY; CUSTOMER ENGAGEMENT; CONCEPTUALIZATION; COMMUNITIES; MOTIVATIONS; EXPERIENCES; STRATEGIES; RETAILER; BEHAVIOR; LOYALTY;
D O I
暂无
中图分类号
F [经济];
学科分类号
02 ;
摘要
This research takes a psychological approach to measuring social media engagement in sport by applying the consumer brand engagement (CBE) in social media scale. We collected two samples to evaluate the psychometric properties of the CBE scale in a professional sport team context. After finding the CBE scale reliable and valid in both samples, we explored its impact on relationship quality, purchase intentions, and referral intentions. We found that an increase in CBE leads to an increase in relationship quality and subsequent purchase and referral intentions. After testing an alternative model, where we replaced CBE with its three dimensions (cognitive, affective, and activational), we found that results replicate for the affective and activational dimensions. Taken together, these findings are consistent with and extend past work that studies social media from a behavioral approach via specific consumer actions (e.g., like, comment, share).
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页数:98
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