Adapting and Validating Scale of Customer Engagement in Online Travel Communities
Mkumbo, P. J., Ukpabi, D. C., & Karjaluoto, H. (2020). Adapting and Validating Scale of Customer Engagement in Online Travel Communities. European Journal of Tourism Research, 25, Article 2501. http://ejtr.vumk.eu/index.php/volume25/741-v25rp2501
Published inEuropean Journal of Tourism Research
DisciplineMarkkinointiDigitaalinen liiketoiminta ja talous (painoala)Digital marketing and CommunicationBasic or discovery scholarshipMarketingDigital Business and Economy (focus area)Digital marketing and CommunicationBasic or discovery scholarship
© 2020 The Author(s)
Increasing attention towards customer engagement has caused its measurement to remain a highly debated issue among scholars. This study adapts and validates measurement scales for customer engagement in Online Travel Communities. It builds on previous studies on scale development for customer engagement. Data were collected from 450 members of Online Travel Communities in eight countries: Australia, Canada, Hong Kong (Chinese territory), New Zealand, Singapore, South Africa, the United Kingdom and the United States of America. The process of adapting and validating the scale involved exploratory factor analysis, testing for differential item functioning, examination of item response theory, confirmatory factor analysis, testing for invariance and criterion validity. The results found that three dimensions (affection, absorption, and interaction) suitably and adequately measure customer engagement in Online Travel Communities.
PublisherVarna University of Management
Publication in research information system
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- Kauppakorkeakoulu 
Additional information about fundingThis study benefitted from the grant to the second author by the Jenny and Antti Wihuri Foundation, Finland (Grant Number – 00180408)
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