Consumers’ Engagement with Instagram Contests: Construct Conceptualization and Scale Development

Document Type : Original Manuscript

Authors

1 Ph.D. Candidate (Marketing), Graduate School of Management and Economics, Sharif University of Technology

2 Associate Professor, Graduate School of Management and Economics, Sharif University of Technology

Abstract

Instagram contests are an important tool in improving the interactions between brands and consumers. This paper conceptualizes and defines the consumers’ engagement with Instagram contests. In addition, a 12-item scale for measuring the aforementioned construct is developed. This scale is developed and validated in three phases of studies. This paper conclude that consumers’ engagement with Instagram contests is a second-order construct comprising three dimensions (cognitive, emotional, and behavioral engagement). All in all, the results support the reliability, content validity, convergent validity, and discriminant validity of the developed scale. Conceptualization and developing a scale for measuring consumer engagement with Instagram contests lay the foundations for future empirical studies and facilitates the knowledge development about Instagram contests. Marketers can also use this scale as an instrument for evaluation of their Instagram contests.

Keywords

References

 
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Iranian journal of management sciences
Volume 13, Issue 52
October 2018
Pages 22-49

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