Consumer Brand Engagement in Social Media: A Pre-Registered Replication
Tunca, Burak LU
(2019)
In Journal of Empirical Generalisations in Marketing Science
19(1).
p.1-20
- Abstract
- 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... (More)
- 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. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/3b4048f5-19c7-4574-bfbc-411b56132913
- author
- Tunca, Burak
LU
- organization
- publishing date
- 2019
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- Consumer Brand Engagement, replication, Social Media, Structural Equation Modeling
- in
- Journal of Empirical Generalisations in Marketing Science
- volume
- 19
- issue
- 1
- pages
- 1 - 20
- publisher
- University of South Australia
- external identifiers
-
- scopus:85071511546
- ISSN
- 1326-4443
- language
- English
- LU publication?
- yes
- id
- 3b4048f5-19c7-4574-bfbc-411b56132913
- alternative location
- https://www.empgens.com/wp-content/uploads/2019/04/Tunca_Consumer_Brand_Engagement_Replication.pdf
- date added to LUP
- 2019-04-12 12:08:46
- date last changed
- 2022-03-25 17:37:27
@article{3b4048f5-19c7-4574-bfbc-411b56132913,
abstract = {{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.}},
author = {{Tunca, Burak}},
issn = {{1326-4443}},
keywords = {{Consumer Brand Engagement; replication; Social Media; Structural Equation Modeling}},
language = {{eng}},
number = {{1}},
pages = {{1--20}},
publisher = {{University of South Australia}},
series = {{Journal of Empirical Generalisations in Marketing Science}},
title = {{Consumer Brand Engagement in Social Media: A Pre-Registered Replication}},
url = {{https://lup.lub.lu.se/search/files/62955101/Tunca_Consumer_Brand_Engagement_Replication.pdf}},
volume = {{19}},
year = {{2019}},
}