The Development and Validation of Scale on Chinese Enterprises' Engagement Marketing Strategy

摘要

Based on the existing relevant theoretical literature arrangement, according to the scale development process, we collect engagement marketing strategy measurement items suitable for Chinese enterprises. In the course of the study, the literature review and open-ended questions interview are adopted. Through the pre-survey and large sample survey, we develop the engagement marketing strategy scale in the context of social media. The results of statistical analysis show that the engagement marketing strategy scale we developed in this study has good reliability and validity. The development of this scale has laid a good foundation for the following research.