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Keywords: Scale development
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Journal Articles
Journal of Research in Interactive Marketing (2026) 20 (4): 509–528.
Published: 08 September 2025
... that captures its key dimensions through a step-by-step process, as shown in Figure 1 . Figure 1 Scale development steps A flowchart showing qualitative analysis, item generation, purification, and validation steps. At the top, there is a rectangular box labeled “QUALITATIVE ANALYSIS.” Inside...
Journal Articles
Journal of Research in Interactive Marketing (2024) 18 (5): 787–814.
Published: 08 February 2024
... managerial understanding of negativity fostering strategies that protect brand engagement and improve firm performance. Negative brand engagement Online context Conceptualisation Scale development Scale validation Cleopatra Veloutsou is the corresponding author and can be contacted...
Includes: Supplementary data
Journal Articles
Journal of Research in Interactive Marketing (2024) 18 (6): 1059–1082.
Published: 25 January 2024
... in Computing Systems , Toronto , ON, Canada , pp. 4187 - 4196 . Carpenter , S. (2018), “ Ten steps in scale development and reporting: a guide for researchers ”, Communication Methods and Measures , Vol. 12 No. 1 , pp. 25 - 44 . Castro , L. and Araujo , A. (2019), “ Marginal...
