Title: Users' brand page participation: a new construct to measure participation on social networking sites

Authors: Daniela Langaro; Maria De Fátima Salgueiro; Paulo Rita

Addresses: Business Research Unit (BRU-IUL), Department of Marketing, Operations and Management, Instituto Universitário de Lisboa (ISCTE-IUL), Av.^a das Forças Armadas, 1649-026 Lisbon, Portugal ' Business Research Unit (BRU-IUL), Department of Quantitative Methods for Business and Economics, Instituto Universitário de Lisboa (ISCTE-IUL), Av.^a das Forças Armadas, 1649-026 Lisbon, Portugal ' NOVA Information Management School (NOVA IMS), Universidade Nova de Lisboa, Campus de Campolide, 1070-312 Lisboa, Portugal

Abstract: The increasing development of brand presence on social networking sites (SNS) requires new practices for monitoring the results of brands' efforts. The current research proposes that users' exposure to brand-related content by means of participating on brand pages is a key measure to be monitored. This proposition builds on previous studies which relate positive business consequences with users' exposure to brand communications. Despite the relevance of capturing users' participation on brand pages, so far very limited effort has been made to propose a construct for measuring it. Thus, three studies were implemented and a new construct was proposed and validated for internal consistency, unidimensionality and nomological validity.

Keywords: brand communications; social media; social networking sites; SNS; participation; Facebook; construct development; measure audience in social media; estimate effects of social media; users' brand page participation.

DOI: 10.1504/IJIMA.2020.107658

International Journal of Internet Marketing and Advertising, 2020 Vol.14 No.2, pp.135 - 151

Received: 25 Oct 2018
Accepted: 03 Mar 2019
Published online: 04 Jun 2020 *

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