Development and test of a multidimensional scale of blog engagement |
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| Authors: | Toby Hopp Tiffany Derville Gallicano |
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| Institution: | 1. Department of Advertising and Public Relations, University of Alabama, Tuscaloosa, Alabama, USA;2. School of Journalism and Communication, University of Oregon, Eugene, Oregon, USA |
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| Abstract: | One of the most important areas of social media measurement is engagement; however, industry measures that equate engagement with social media interactions are often inadequate. This study contributes to the ongoing discussion about how to conceptualize engagement and introduces a valid, reliable scale for measuring blog engagement that is grounded in qualitative research. The qualitative research resulted in four dimensions; however, one of the dimensions did not make it through the data analysis process. The resulting blog engagement scale consists of presence, virality, and utility dimensions. |
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| Keywords: | Blogs engagement instrument development measurement social media |
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