Tag: scale development
Capturing consumer engagement
Laurence Dessart discusses her research with Cleopatra Veloutsou & Anna Morgan-Thomas, which developed a 22-question scale to measure the ABC of real online consumer engagement.
Read moreLaurence Dessart discusses her research with Cleopatra Veloutsou & Anna Morgan-Thomas, which developed a 22-question scale to measure the ABC of real online consumer engagement.
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