TY - JOUR
T1 - Social media brand community enjoyment (SMBCE)
T2 - scale construction and validation from an etic perspective
AU - Roy, Subhadip
AU - Machado, Joana C.
PY - 2018/10/2
Y1 - 2018/10/2
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85055579999&partnerID=8YFLogxK
U2 - 10.1080/10696679.2018.1488144
DO - 10.1080/10696679.2018.1488144
M3 - Article
AN - SCOPUS:85055579999
SN - 1069-6679
VL - 26
SP - 390
EP - 411
JO - Journal of Marketing Theory and Practice
JF - Journal of Marketing Theory and Practice
IS - 4
ER -