ASSESSING VALIDITY AND INTERNAL CONSISTENCY OF THE SOCIAL MEDIA MARKETING COMMUNICATION MEASUREMENT SCALES

Social media platforms are increasingly becoming important channels for disseminating effective and interactive brand-related communications between brand managers and consumers. Previous researchers have categorized social media brand-related contents into Firm-Created Contents (FCC) and User-Gener...

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Veröffentlicht in:	e-Bangi : journal of social sciences and humanities 2017-01, Vol.12 (3), p.1-14
Hauptverfasser:	Raji, Ridwan Adetunji, Rashid, Sabrina Mohd, Sobhi, Ishak Mohd
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Brands Communication Consumers Experts Exploratory factor analysis Interactive marketing Marketing Mass media Measurement Mouth Online advertising Reliability Rotation Sales Sales promotions Social media Social networks Validity Viral marketing Word of mouth advertising
Online-Zugang:	Volltext
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