Measuring Consumers' Engagement With Brand-Related Social-Media Content

Social media and sports: driving fan engagement with football clubs on Facebook

“…Brodie, Hollebeek, Juric, & Ilic, 2013;Dessart, Veloutsou, & Morgan-Thomas, 2016;Hollebeek, Glynn, & Brodie, 2014), others have defined it with reference to specific customer activities or patterns (e.g. Dolan et al, 2016;vanDoorn et al, 2010;Schivinski et al, 2016). As such, vanDoorn et al (2010) define CEB as 'customers' behavioural manifestations toward a brand or firm, beyond purchase, resulting from motivational drivers' (p. 254).…”

“…Understanding CEB has become increasingly important since different types of brand-related activities on social media, ranging from merely reading and commenting posts to Downloaded by [94.132.107.225] at 05:48 03 November 2017 posting a message (Tsai & Men, 2017), may entail different levels of engagement (Schivinski et al, 2016). Among typologies that classify social media behaviours into usage types, Muntinga et al (2011) define these activities as COBRA ('Consumers' Online Brand-Related Activities'), a behavioural construct that 'provides a unifying framework to think about consumer activity pertaining to brand-related content on social media platforms' (p. 14).…”

“…Contribution, the mid level of engagement, covers both interactions with others or the brand, such as liking content, sharing or commenting, turning consumers into brand endorsers (Dolan et al, 2016). This dimension refers only to the participation of the consumer in media previously created by the brand or other source (Schivinski et al, 2016). Finally, Creation, the highest level of engagement, relates to actively producing, publishing and co-developing brand-related content, including posting reviews, uploading photos and using hashtags (Dolan et al, 2016).…”

“…Thus, the COBRA framework covers a wide array of social media engagement behaviours, ranging from reading tweets to posting a review (Gensler et al, 2013). Later on, this framework was validated through the 'Consumer's Engagement with Brand-Related Social Media Content' scale by Schivinski et al (2016), using qualitative and quantitative methods. Their results further showed the existence of a hierarchical relationship among the three dimensions of brand-related activities.…”

“…liking, sharing) through different degrees of consumer activities (Tsai & Men, 2013). Based on the Consumer's Online Brand-Related Activities (COBRA) framework (Muntinga, Moorman, & Smit, 2011), three dimensions were considered: Consumption, Contribution and Creation (Schivinski, Christodoulides, & Dabrowski, 2016). As such, our aim is to understand not only why but also how fans engage with sport clubs on social media.…”