Measurement constructs and sources
| Variable | Measurement | Scale | Source(s) of variables and measurement constructs |
|---|---|---|---|
| Social Media Marketing Activities | Frequency of social media posts | 5-point Likert scale (1–5) | Koay et al. (2020), Lim et al. (2020) |
| Engagement metrics | 5-point Likert scale (1–5) | Nguyen et al. (2021), Lim et al. (2020) | |
| Brand Performance | Brand awareness | 5-point Likert scale (1–5) | Koay et al. (2020), Mourad et al. (2020), Lau and Lee (1999), Aaker’s (1996) |
| Brand loyalty | 5-point Likert scale (1–5) | Muller and Peres (2019), Lau and Lee (1999), Aaker’s (1996) | |
| Brand image | 5-point Likert scale (1–5) | Li et al. (2023), Mourad et al. (2020), Lau and Lee (1999), Aaker’s (1996) | |
| Social Media Content Management |
| 5-point Likert scale (1–5) | Kent and Li (2020), Erdoğmuş and Cicek (2012), Maresova et al. (2020), Fischman (2023) |
| Variable | Measurement | Scale | Source(s) of variables and measurement constructs |
|---|---|---|---|
| Social Media Marketing Activities | Frequency of social media posts | 5-point Likert scale (1–5) | |
| Engagement metrics | 5-point Likert scale (1–5) | ||
| Brand Performance | Brand awareness | 5-point Likert scale (1–5) | |
| Brand loyalty | 5-point Likert scale (1–5) | ||
| Brand image | 5-point Likert scale (1–5) | ||
| Social Media Content Management | Surveillance and oversight of content shared Action for Harmful Posted Content | 5-point Likert scale (1–5) |
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