Management Journals

The IUP Journal of Marketing Management

Antecedents and Consequences of Online Engagement: Measurement and Assessment of Reliability

Article Details

Pub. Date	:May, 2019
Product Name	: The IUP Journal of Marketing Management
Product Type	: Article
Product Code	: IJMM31905
Author Name	: Harsandaldeep Kaur and Mandakini Paruthi
Availability	: YES
Subject/Domain	: Finance
Download Format	: PDF Format
No. of Pages	: 20

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Abstract

The present study focuses on a novel relationship marketing concept of online engagement. On the basis of an extensive literature review, the study postulates a series of research propositions to explain the interrelationships between antecedents of online engagement on the one hand and online engagement and its consequences on the other. The study developed a comprehensive framework of a multidimensional online engagement construct and analyzed its antecedents and consequences. Furthermore, the study develops, refines, and validates the measures of online engagement construct, its antecedents, and consequences. The various validation processes employed to assess the psychometric properties of the developed questionnaire to measure online engagement and to study the relationship among its antecedents and consequences were discussed. The current study was carried out in August 2016. The processes undertaken were: content validity, reliability assessment using item to total score, corrected item-to-total, means and variances criterion. Cronbach’s alpha correlation coefficient and Exploratory Factor Analysis (EFA) were used to assess the construct validity. The results of the study proved the final questionnaire consisting of 64 items reliable and valid for measuring online engagement and its antecedents and consequences.

Description

The rise of the computer-mediated environment has led to the formation and proliferation of virtual brand communities (Muniz and O’Guinn, 2001; and Wirtz et al., 2013). These virtual brand communities provide a platform for stimulating social interaction. These social interactions provide intellectual and social support through experiences of learning, social activism and fellowship (Algesheimer et al., 2005). Central to discussions about virtual brand communities is the usage of the terms ‘engage’ and/or ‘engagement’ (Brodie et al., 2013). Algesheimer et al. (2005) introduced the concept of engagement. The authors found that identification with the brand community leads to community engagement. Schau et al. (2009) also reveal the relevance of the engagement construct in the value creation process within virtual brand communities’ context. Brodie et al.