Customer Engagement and Sharing Behaviors–Model (CESBM)
Measures customer engagement, perceived innovativeness, perceived interactivity, and sharing behavior intention within online brand communities.
Scale Development & Technical Details
Scale Overview
The Customer Engagement and Sharing Behaviors–Model (CESBM) was developed by Alex Taylor, Jamie Carlson, Yi-Chuan Liao, Mohammad M. Rahman (2023). It is designed to measure Customer Engagement and Sharing Behaviors. The scale is intended for use with Social Media Users (Adulthood, 18 yrs & older).
Scale Structure
This instrument consists of 23 items organized into 8 factors/subscales: Perceived Innovativeness, Perceived Interactivity, Customer Engagement – Enthusiasm, Customer Engagement – Attention, Customer Engagement – Absorption, Customer Engagement – Interaction, Customer Engagement – Identification, Sharing Behavior Intention.
| Factor / Subscale | Items | N |
|---|---|---|
| Perceived Innovativeness | 1,2,3 | 3 |
| Perceived Interactivity | 4,5,6 | 3 |
| Customer Engagement – Enthusiasm | 7,8,9 | 3 |
| Customer Engagement – Attention | 10,11,12 | 3 |
| Customer Engagement – Absorption | 13,14,15 | 3 |
| Customer Engagement – Interaction | 16,17,18 | 3 |
| Customer Engagement – Identification | 19,20 | 2 |
| Sharing Behavior Intention | 21,22,23 | 3 |
Response Format
Respondents rate each item using a 7-point Likert scale (1 = Strongly Disagree to 7 = Strongly Agree).
Scoring
Items are scored by subscale, with each subscale sum representing a distinct dimension.
Psychometric Properties
Internal Consistency: The scale has demonstrated good to excellent internal consistency with reported Cronbach’s alpha values of Cronbach's alpha > 0.70.
Administration
The scale is self-administered and typically takes approximately 5 minutes to complete. It can be administered individually or in group settings. No special training is required for administration.