Visual Search from the perspective of in-store exploration behavior: scale development and validation

Ahmed, Sohel; Ting, Ding Hooi

doi:10.1080/0965254x.2022.2032287

Cited by 2 publications

(2 citation statements)

References 88 publications

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“…In Step 3, we conducted scale purification and item refinement following Ahmed and Hooi Ting (2022) recommendations. We collected the data for this step using a convenience sampling method.…”

Section: Methods and Scale Developmentmentioning

confidence: 99%

Crafting emotional engagement and immersive experiences: Comprehensive scale development for and validation of hospitality marketing storytelling involvement

Ahmed,

Sharif,

Ting

et al. 2024

Psychology and Marketing

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This study develops and validates a scale for gauging consumer involvement in storytelling (to create memorable and emotionally resonant experiences) in hospitality marketing through four phases: qualitative inquiry, construct definition, item refinement, and nomological validation. Validation involves 24 in‐depth video interviews and consecutive online surveys. The hospitality marketing storytelling involvement scale, with four dimensions—contextual cues, emotional engagement, mental cognition, and immersive experience—comprising 14 items, precisely measures consumer involvement. The scale integrates narrative transportation theory and the elaboration likelihood model to enhance understanding of consumer engagement with fundamental human cognitive and emotional processes. The validated scale offers a valuable tool for marketers to precisely assess consumer involvement and strategically leverage storytelling to evoke emotions, foster brand loyalty, and judge campaign effectiveness. In diverse marketing contexts that elicit emotions, resonate with individuals, and foster immersive experiences, the scale demonstrates remarkable adaptability. Ultimately, it can help marketers craft compelling narratives, enhance brand perception, and strengthen consumer relationships, thereby contributing to emotional connections, optimizing strategies, and enhancing consumer engagement effectiveness.

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Section: Methods and Scale Developmentmentioning

confidence: 99%

Crafting emotional engagement and immersive experiences: Comprehensive scale development for and validation of hospitality marketing storytelling involvement

Ahmed,

Sharif,

Ting

et al. 2024

Psychology and Marketing

Self Cite

View full text Add to dashboard Cite

show abstract

“…Following previous research recommendations [4,70], we conducted an EFA to explore the factors. On the remaining 48 items, we carried out a principal component analysis (PCA), the recommended method for identifying a minimum number of factors while representing the maximum portion of the total variance in an original set of variables [8].…”

Section: Step 3: Scale Refinementmentioning

confidence: 99%

Implication of ‘camera eats first’ construct: unraveling the potentials of digital images in social media on information sharing

Ahmed,

Ting,

Sharif

et al. 2023

Electron Commer Res

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Visual Search from the perspective of in-store exploration behavior: scale development and validation

Cited by 2 publications

References 88 publications

Crafting emotional engagement and immersive experiences: Comprehensive scale development for and validation of hospitality marketing storytelling involvement

Crafting emotional engagement and immersive experiences: Comprehensive scale development for and validation of hospitality marketing storytelling involvement

Implication of ‘camera eats first’ construct: unraveling the potentials of digital images in social media on information sharing

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