Assessing validity and internal consistency of the social media marketing communication measurement scales
Social media platforms are increasingly becoming important channels for disseminating effective and interactive brand-related communications between brand managers and consumers.Previous researchers have categorized social media brand-related contents into Firm-Created Contents (FCC) and User-Genera...
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my.uum.repo.242882018-06-25T01:38:52Z http://repo.uum.edu.my/24288/ Assessing validity and internal consistency of the social media marketing communication measurement scales Raji, Ridwan Adetunji Mohd Rashid, Sabrina Ishak, Mohd Sobhi HD28 Management. Industrial Management Social media platforms are increasingly becoming important channels for disseminating effective and interactive brand-related communications between brand managers and consumers.Previous researchers have categorized social media brand-related contents into Firm-Created Contents (FCC) and User-Generated Contents (UGC).However, researchers are yet to consider delving into the differential functions of these contents as marketing communications.As such, this paper identifies four types of marketing communications on social media; advertising, sales promotion, interactive marketing and word-of-mouth and evaluates the validity and reliability of the scales for measuring social media marketing communications. The Content Validity Index (CVI) of both the items-level and the scale-level CVIs from the ratings of seven (7) experts revealed that the items in the scale proposed have good content validity.Furthermore, with the use of the Exploratory Factor Analysis (EFA) with Varimax rotation, it was revealed that from the 34 items used to measure the social media marketing communications, a total of 28 items were retained.Finally, the findings also demonstrate that all four scales of social media advertising, promotions, interactive marketing and word-of-mouth have acceptable values of reliability. Universiti Kebangsaan Malaysia 2017 Article PeerReviewed application/pdf en http://repo.uum.edu.my/24288/1/JSSH%203%202017%201%2044.pdf Raji, Ridwan Adetunji and Mohd Rashid, Sabrina and Ishak, Mohd Sobhi (2017) Assessing validity and internal consistency of the social media marketing communication measurement scales. Jurnal e-Bangi, 12 (3). pp. 1-6. ISSN 1823-884x http://doi.org/10.1109/ICSITech.2017.8257076 doi:10.1109/ICSITech.2017.8257076 |
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HD28 Management. Industrial Management Raji, Ridwan Adetunji Mohd Rashid, Sabrina Ishak, Mohd Sobhi Assessing validity and internal consistency of the social media marketing communication measurement scales |
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Social media platforms are increasingly becoming important channels for disseminating effective and interactive brand-related communications between brand managers and consumers.Previous researchers have categorized social media brand-related contents into Firm-Created Contents (FCC) and User-Generated Contents (UGC).However, researchers are yet to consider delving into the differential functions of these contents as marketing communications.As such, this paper identifies four types of marketing communications on social media; advertising, sales promotion, interactive marketing and word-of-mouth and evaluates the validity and reliability of the scales for measuring social media marketing communications. The Content Validity Index (CVI) of both the items-level and the scale-level CVIs from the ratings of seven (7) experts revealed that the items in the scale proposed have good content validity.Furthermore, with the use of the Exploratory Factor Analysis (EFA) with Varimax rotation, it was revealed that from the 34 items used to measure the social media marketing communications, a total of 28 items were retained.Finally, the findings also demonstrate that all four scales of social media advertising, promotions, interactive marketing and word-of-mouth have acceptable values of reliability. |
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Article |
author |
Raji, Ridwan Adetunji Mohd Rashid, Sabrina Ishak, Mohd Sobhi |
author_facet |
Raji, Ridwan Adetunji Mohd Rashid, Sabrina Ishak, Mohd Sobhi |
author_sort |
Raji, Ridwan Adetunji |
title |
Assessing validity and internal consistency of the social media marketing communication measurement scales |
title_short |
Assessing validity and internal consistency of the social media marketing communication measurement scales |
title_full |
Assessing validity and internal consistency of the social media marketing communication measurement scales |
title_fullStr |
Assessing validity and internal consistency of the social media marketing communication measurement scales |
title_full_unstemmed |
Assessing validity and internal consistency of the social media marketing communication measurement scales |
title_sort |
assessing validity and internal consistency of the social media marketing communication measurement scales |
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Universiti Kebangsaan Malaysia |
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2017 |
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http://repo.uum.edu.my/24288/1/JSSH%203%202017%201%2044.pdf http://repo.uum.edu.my/24288/ http://doi.org/10.1109/ICSITech.2017.8257076 |
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1644284012919783424 |
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13.149126 |