Engagement publicitario: conceptualización, desarrollo de escala y validación


A pesar de que el concepto de engagement publicitario se usa extensamente en la industria publicitaria, hay pocos estudios que se han centrado en la medición del concepto y la estructura. En este estudio, primero se ha trazado un marco conceptual para la estructura denominada “engagement” y los investigadores han propuesto una definición. Luego, se ha elaborado ​​una escala denominada la Escala de Engagement con la Publicidad, que consta de 24 ítems y dos factores. El proceso de desarrollo de la Escala de Engagement Publicitario se ha completado como resultado de cuatro estudios. En el Estudio 1, se ha creado un conjunto de elementos (N=86), se ha obtenido la opinión de expertos (N=5) y se ha realizado un estudio piloto (N=65). En el Estudio 2 se ha realizado un análisis factorial exploratorio partiendo de los datos obtenidos (N=309). En el Estudio 3, se ha realizado un análisis factorial confirmatorio mediante la recolección de datos nuevamente (N=408) y se han verificado la precisión y la validez de la escala. La confiabilidad de la escala también se ha probado en el último estudio, el Estudio 4 (N=52). Como resultado del análisis, se han identificado pruebas sólidas que respaldan la confiabilidad y la validez de la Escala de Engagement Publicitario.
  • Referencias
  • Cómo citar
  • Del mismo autor
  • Métricas
Achterberg, W., Pot, A. M., Kerkstra, A., Ooms, M., Muller, M., & Ribbe, M. (2003). The effect of depression on social engagement in newly admitted Dutch nursing home residents. The Gerontologist, 43(2), 213–218. 10.1093/geront/43.2.213

Akarsu, H., & Sever, N. S. (2019). Ad Engagement Concept in Turkey: An assessment of the Academy and expert perspectives [Special issue]. Journal of Erciyes Communication, 1, 203–224. 10.17680/erciyesiletisim.484861

Algesheimer, R., Dholakia, U. M., & Andreas, H. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19–34. 10.1509/jmkg.

Bang, H., Kim, J., & Choi, D. (2018). Exploring the effects of ad-task relevance and ad salience on ad avoidance: The moderating role of internet use motivation. Computers in Human Behavior, 89, 70–78. 10.1016/j.chb.2018.07.020

Blockthrough. (2020). Growth of the blocked web. 2020 pagefair AdBlock report. Retrieved from https://f.hubspotusercontent10.net/hubfs/4682915/Adblock%20Reports/Blockthrough%20Report%202020.pdf

Bollen, K. A. (1990). Overall fit in covariance structure models: Two types of sample size effects. Psychological Bulletin, 107(2), 256–259. 10.1037/0033-2909.107.2.256

Bowden, J. L. H. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63–74. 10.2753/MTP1069-6679170105

Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271. 10.1177/1094670511411703

Brodie, R. J., Ilic, A., Jurić, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. 10.1016/j.jbusres.2011.07.029

Calder, B. J., Malthouse, E. C., & Schaedel, U. (2009). An experimental study of the relationship between online engagement and advertising effectiveness. Journal of Interactive Marketing, 23(4), 321–331. 10.1016/j.intmar.2009.07.002

Chaffey, D. (2007, April 29). Customer engagement interview with Richard Sedley of cScape. Retrieved from https://www.smartinsights.com/customer-engagement/customer-engagement-strategy/customer-engagement-interview-with-richard-sedley-of-cscape/

DeVellis, R. F. (2017). Scale development: Theory and applications. (4th Edition). USA: SAGE Publications Inc.

Dwivedi, A. (2015). A higher-order model of consumer brand engagement and its impact on loyalty intentions. Journal of Retailing and Consumer Services, 24, 100–109. 10.1016/j.jretconser.2015.02.007

Fredricks, J.A., Blumenfeld, P.C. and Paris, A.H. (2004). School engagement: Potential of the concept, state of the evidence. Review of Educational Research, 74 (1), 59–109.

Gambetti, R. C., & Graffigna, G. (2010). The concept of engagement: A systematic analysis of the ongoing marketing debate. International Journal of Market Research, 52(6), 801–826. 10.2501/S147078531020166

Gavilanes, J. M., Flatten, T. C., & Brettel, M. (2018). Content strategies for digital consumer engagement in social networks: Why advertising is an antecedent of engagement. Journal of Advertising, 47(1), 4–23. 10.1080/00913367.2017.1405751

George, D., & Mallery, P. (2016). IBM SPSS statistics 23 step by step: A simple guide and reference. (14th ed.). New York: Routledge.

Hair J. F., Black W. C., Babin, B. G., & Anderson, R. E. (2019). Multivariate Data Analysis. (8th ed.). United Kingdom: Cengage Learning EMEA.

Havas Group (2017) Meaningful Brands Report. Retrieved from https://www.havasmedia.de/media/mb17_brochure_print_ready_final-min.pdf

Haven, B. (2007, August 8). Marketing’s new key metric: engagement. Retrieved from http://snproject.pbworks.com/f/NewMetric_Engagement.pdf

Heath, R. (2007). How do you predict advertising attention and engagement? [Working paper]. Retrieved from https://researchportal.bath.ac.uk/en/publications/how-do-we-predict-advertising-attention-and-engagement

Higgins, E. T., & Scholer, A. A. (2009). Engaging the consumer: The science and art of the value creation process. Journal of Consumer Psychology, 19(2), 100–114. 10.1016/j.jcps.2009.02.002

Hollebeek, L. D. (2011). Exploring customer brand engagement: Definition and themes. Journal of Strategic Marketing, 19(7), 555–573. 10.1080/0965254X.2011.599493

Hollebeek, L. D, Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. 10.1016/j.intmar.2013.12.002

IAB. (2014). Defining and measuring digital ad engagement in a cross-platform world. Retrieved from https://www.iab.com/wp-content/uploads/2015/05/Ad_Engagement_Spectrum2014_FINAL2-5-2014-EB.pdf

Islam, J. U., & Rahman, Z. (2016). Linking customer engagement to trust and word-of-mouth on Facebook brand communities: An empirical study. Journal of Internet Commerce, 15(1), 40–58. 10.1080/15332861.2015.1124008

Jaakkola, E., & Alexander, M. (2014). The role of customer engagement behavior in value co-creation: A service system perspective. Journal of Service Research, 17(3), 247–261. 10.1177/1094670514529187

Kartal, M. & Bardakçı, S. (2018). SPSS ve AMOS uygulamalı örneklerle güvenilirlik ve geçerlilik analizleri. [Reliability and validity analysis with SPSS and AMOS applied examples]. Ankara: Akademisyen Publisher.

Kim, J., Ahn, S. J., Kwon, E. S., & Reid, L. N. (2017). TV advertising engagement as a state of immersion and presence. Journal of Business Research, 76, 67–76. 10.1016/j.jbusres.2017.03.001

Magna. (2021). Global Advertising Market Reaches New Heights and Exceeds Pre-Covid Levels. Retrieved from https://magnaglobal.com/global-advertising-market-reaches-new-heights-and-exceeds-pre-covid-levels/

Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric Theory. (3rd ed.). USA: McGRAW-Hill, Inc.

Pallant, J. (2005). SPSS Survival Manual: A step by step guide to data analysis using SPSS for Windows (Version 12). Sydney: Allen & Unwin.

Peter, J. P. (1979). Reliability: A review of psychometric basics and recent marketing practices. Journal of Marketing Research, 16(1), 6–17.

Peter J., & Olson, J. C. (2010). Consumer behavior & marketing strategy. (9th ed.) New York: McGraw-Hill Irwin, Inc.

Phillips, B. J., & McQuarrie, E. F. (2010). Narrative and persuasion in fashion advertising. Journal of Consumer Research, 37(3), 368–392. 10.1086/653087

Resnick, E. (2001). Defining engagement. Journal of International Affairs, 54(2), 551–566.

Schaufeli, W. B., Bakker, A. B., & van Rhenen, W. (2009). How changes in job demands and resources predict burnout, work engagement, and sickness absenteeism. Journal of Organizational Behavior, 30(7), 893–917. 10.1002/job.595

Sprott, D., Czellar, S., & Spangenberg, E. (2009). The importance of a general measure of brand engagement on market behavior: Development and validation of a scale. Journal of Marketing Research, 46(1), 92–104. 10.1509/jmkr.46.1.92

Tabachnick, B. G. and Fidell, L. S. (2013). Using multivariate statistics. (6th Edition). Boston: Pearson Education, Inc.

Thota, S. C., & Biswas, A. (2009). I want to buy the advertised product only! An examination of the effects of additional product offers on consumer irritation in a cross-promotion context. Journal of Advertising, 38(1), 123–136. 10.2753/JOA0091-3367380108

Usluel, Y. K., & Vural, F. K. (2009). Adaptation of cognitive absorption scale to Turkish. Ankara University Journal of Faculty of Edıcational Sciences, 42(2), 77–92.

Van den Broeck, E., Poels, K., & Walrave, M. (2018). An experimental study on the effect of ad placement, product involvement and motives on Facebook ad avoidance. Telematics and Informatics, 35(2), 470–479. 10.1016/j.tele.2018.01.006

Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P.C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253–266. 10.1177/1094670510375599

Veneziano L, & Hooper, J. (1997). A method for quantifying content validity of health-related questionnaires. American Journal of Health Behavior, 21(1), 67–70.

Verhoef, P. C., Reinartz, W. J., & Krafft, M. (2010). Customer engagement as a new perspective in customer management. Journal of Service Research, 13(3), 247–252. 10.1177/1094670510375461

Vivek, S. D., Beatty, S. E., Dalela, V., & Morgan, R. M. (2014). A generalized multidimensional scale for measuring customer engagement. Journal of Marketing Theory and Practice, 22(4), 401–420. 10.2753/MTP1069-6679220404

Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122–146. 10.2753/MTP1069-6679200201

Wang, A. (2006). Advertising engagement: A driver of message involvement on message effects. Journal of Advertising Research, 46(4), 355–368. 10.2501/S0021849906060429

Yoon, G., Li, C., Ji, Y., North, M., Hong, C., & Liu, J. (2018). Attracting comments: Digital engagement metrics on Facebook and financial performance. Journal of Advertising, 47(1), 24–37. 10.1080/00913367.2017.1405753

We Are Social, & Hootsuite. (2022). Digital 2022 Global Overview Report. Retrieved from https://www.hootsuite.com/resources/digital-trends

Ziliak, J. (2011). Advertising Engagement: Giving Creative Credit Where Credit is Due. In: ComScore. Retrieved from https://www.comscore.com/ita/Insights/Blog/Advertising-Engagement-Giving-Creative-Credit-Where-Credit-is-Due
Akarsu, H., & Sever, N. S. (2023). Engagement publicitario: conceptualización, desarrollo de escala y validación. Fonseca, Journal of Communication, (26), 283–301. https://doi.org/10.14201/fjc.31217


Los datos de descargas todavía no están disponibles.