Conceptualising and Measuring Consumer Engagement in Social Media - Implications for Personal Involvement

• Autorzy: Małgorzata Karpińska-Krakowiak

Warianty tytułu

Konceptualizacja i pomiar zaangażowania konsumentów w mediach społecznościowych

• Języki publikacji: EN

Abstrakty

EN

Background. Consumer engagement with brands in social media has become an increasingly important challenge for companies to create and to measure. Building fan engagement with brands turns out to be one of the most important promotional objectives for social media, and a preferred brand performance indicator. Despite a growing demand, it has received little academic consideration and there exists no universally accepted measurement of this phenomenon.
Research aims. This paper aims at forwarding a new theoretical framework and developing a context free index to measure aggregate engagement with brands in social media.
Method. The author developed a new engagement index and examined it by means of standard index validation methods. Two separate studies have been conducted. In the first study, two samples (425 subjects in total) were selected to test internal reliability and consistency of a newly created index. The second study concentrated on the external validation of engagement index. 260 subjects were surveyed. The index was tested on real-life brands i.e. McDonald's and Coca-Cola.
Key findings. In the first study factor analyses showed one general factor and it revealed high consistency across different brands that were included in the examination. The newly developed index was, therefore, assumed applicable to measure consumer engagement phenomena in social media. In the second study the results revealed a positive - albeit limited - correlation between personal involvement and consumer engagement. Such findings implied a complementary relationship between these variables and hence different possible implications and suggestions for future empirical research were presented. (original abstract)

Tło badań. Kształtowanie i pomiar zaangażowania konsumentów wobec marek w mediach społecznościowych stanowi coraz większe wyzwanie dla przedsiębiorstw. Budowanie zaangażowania to jeden z najważniejszych celów promocyjnych, a jednocześnie wyznacznik wydajności i kondycji marki. Mimo rosnącego zapotrzebowania na badania w tym obszarze, problematyka zaangażowania jest stosunkowo mało rozpoznana przez naukowców i nie istnieje powszechnie akceptowalna definicja oraz sposób pomiaru tego zjawiska.
Cele badań. Niniejsza praca ma na celu zaproponowanie nowych ram teoretycznych dla pojęcia zaangażowania konsumentów wobec marek w mediach społecznościowych oraz stworzenie uniwersalnego i kompleksowego wskaźnika pomiaru tego zjawiska.
Metodyka. Zaproponowano nowy wskaźnik zaangażowania wraz z metodą pomiarową. Zastosowano standardowe metody sprawdzania jego poprawności i wiarygodności. Przeprowadzono dwa oddzielne badania. W pierwszym badaniu dokonano wewnętrznej walidacji wskaźnika na dwóch niezależnych próbach (n=425). Drugie badanie poświęcono zewnętrznej walidacji wskaźnika (również na dwóch niezależnych próbach badawczych, n=260). Wskaźnik został przetestowany na markach rzeczywistych tj. McDonald's i Coca-Cola.
Kluczowe wnioski. W pierwszym badaniu przeprowadzono szereg analiz czynnikowych w celu określenia relacji pomiędzy zmiennymi budującymi wskaźnik i poszukiwania zmiennych ukrytych. Na podstawie analizy danych ustalono, iż minimalna liczba czynników niezbędnych do satysfakcjonującego opisania (zreprodukowania) korelacji pomiędzy wprowadzonymi do analizy zmiennymi wynosi jeden. Można zatem przyjąć, iż nowoopracowany indeks jest spójny i bada pojedynczy konstrukt znaczeniowy. W drugim badaniu wyniki ujawniły pozytywną - choć ograniczoną - korelację pomiędzy nowostworzonym wskaźnikiem a innym, opisującym odmienny typ zaangażowania konsumentów. Wyniki pozwalają sformułować wniosek o komplementarnym związku pomiędzy tymi zmiennymi. W ostatniej części pracy opisano możliwe ścieżki interpretacyjne oraz zasugerowano dalsze kierunki badań. (abstrakt oryginalny)

Słowa kluczowe

EN

Consumer; Consumer behaviour; Brand; Social media

PL

Konsument; Zachowania konsumenta; Marka; Media społecznościowe

• Czasopismo: Współczesne Zarządzanie
• Rocznik: 2014
• Tom: 13
• Numer: nr 1
• Strony: 49--65

Twórcy

autor

Małgorzata Karpińska-Krakowiak

• University of Lodz, Poland

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