Social Media Engagement Behavior
Social Media Engagement Behavior — A 7-item behavioral scale measuring active and passive engagement manifestations with branded social media, representing a behavioral operationalization of the COBRA framework.
What it measures
A 7-item behavioral scale measuring active and passive engagement manifestations with branded social media, representing a behavioral operationalization of the COBRA framework.
Scale items
The item wording is under the publisher's copyright, so we do not reproduce it here. You can find the full items in the original article (see the DOI below). In Explonia, signed-in users get this scale complete in the built-in library and can add it to their own study — no need to find the items yourself. For use in your own research; please cite the original source.
Source and citation
Schivinski, B., Christodoulides, G., & Dabrowski, D. (2016). Measuring Consumers' Engagement With Brand-Related Social-Media Content: Development and Validation of a Scale That Identifies Levels of Social-Media Engagement with Brands. Journal of Advertising Research. https://doi.org/10.2501/JAR-2016-004
Reference table
| Property | Detail |
|---|---|
| Construct | Social Media Engagement Behavior |
| Number of items | 7 |
| Response format | Likert-like |
| Journal | Journal of Advertising Research (2016) |
| DOI | 10.2501/JAR-2016-004 |
How to cite this page
If this page helped your research, you can cite it (APA 7):
Szymkowiak, A. (2026). Social Media Engagement Behavior — validated scale (2016). Explonia. https://explonia.com/scales/social-media-engagement-behavior/
Last updated: August 2026
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