Advertising Engagement: Conceptualization, Scale Development and Validation
نویسندگان
چکیده
Even though there is wide use of the advertising engagement concept in sector, only a limited number studies have focused on and measurement construct. Furthermore, lack consensus regarding conceptualization marketing literature. In this study, we conceptualize develop 24-item scale called ‘Engagement Towards Advertisement’ (EA), which includes two factors; behavioral intention mental processing. The EA development process encompasses four studies. Study 1 consists item generation (N = 86), expert review (N=5), pilot study (N=65). 2, purification carried out (N=309). 3 refinement, confirmation, validation (N=408). 4 deals with conducting test-retest reliability (N=52) evaluation general scale, based data obtained 3. There strong evidence that supports reliability, convergent, discriminant validity scale. offers an opportunity for future empirical research area, provides useful tool researchers to collect related consumers’ level towards advertisements.
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ژورنال
عنوان ژورنال: Fonseca: Journal of Communication
سال: 2023
ISSN: ['2172-9077']
DOI: https://doi.org/10.14201/fjc.31217