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Keywords: Scale comparison
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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
...) and item response theory (IRT). The authors apply the procedure in a survey of 233 respondents to compare three scales for measuring consumer engagement with brands in social media. Findings The establishment of a procedure for scale comparison is useful in assisting researchers to choose specific...
