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Keywords: Classical test theory
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Journal Articles
Consumer engagement in social media: scale comparison analysis
Available to Purchase
Journal of Product & Brand Management (2020) 29 (4): 491–503.
Published: 27 January 2020
... to create a procedure for comparing scales and to use it to evaluate brand engagement measures in social media. Design/methodology/approach This study first defines a procedure for the selection, standardization and comparison of scales; this procedure considers both the classical test theory (CTT...
