Social Media Engagement Scale

What it measures

Measures consumer engagement with brand-related social media content across three levels: passive consumption (reading/viewing), active contribution (liking, sharing, commenting), and content creation (creating original brand content). Based on the 6Cs model of social media engagement. Widely used in social media marketing research.

Representative items

• I read content related to this brand on social media. (Consumption)
• I like content related to this brand on social media. (Contribution)
• I share content related to this brand on social media. (Contribution)
• I comment on content related to this brand on social media. (Contribution)
• I create content related to this brand on social media. (Creation)

Citation

Schivinski, B., Christodoulides, G., & Dabrowski, D. (2016). Measuring consumers' engagement with brand-related social-media content. Journal of Marketing Management, 32(5–6), 579–603.