Advertising Engagement: Conceptualization, Scale Development and Validation
Résumé Even though there is wide use of the advertising engagement concept in the advertising sector, only a limited number of studies have focused on the concept and the measurement of the construct. Furthermore, there is a lack of consensus regarding the conceptualization of engagement in the marketing and advertising literature. In this study, we conceptualize advertising engagement and develop a 24-item scale called ‘Engagement Towards Advertisement’ (EA), which includes two factors; behavioral intention and mental processing. The EA scale development process encompasses four studies. Study 1 consists of item generation (N = 86), expert review (N=5), and pilot study (N=65). In study 2, item purification is carried out (N=309). Study 3 encompasses scale refinement, confirmation, and validation (N=408). Study 4 deals with conducting test-retest reliability (N=52) and evaluation of the general reliability of the scale, based on the data obtained in study 3. There is strong evidence that supports the reliability, convergent, and discriminant validity of the EA scale. The scale offers an opportunity for future empirical research in the area, and provides a useful tool for researchers to collect data related to consumers’ level of engagement towards advertisements.
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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.69.3.19.66363
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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. (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.69.3.19.66363
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). Advertising Engagement: Conceptualization, Scale Development and Validation. Fonseca, Journal of Communication, (26), 283–301. https://doi.org/10.14201/fjc.31217
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