Scale Overview
The Customer Engagement and Sharing Behaviors–Model (CESBM) was developed by Taylor, Alex; Carlson, Jamie; Liao, Yi-Chuan; Rahman, Mohammad M. (2023). It is designed to measure Customer Engagement and Sharing Behaviors. The scale is intended for use with Social Media Users (Adulthood, 18 years and 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.
Total scores range from 23 to 161. Interpretation guidelines:
- Low Engagement and Intention: 23 – 69
- Moderate Engagement and Intention: 70 – 115
- High Engagement and Intention: 116 – 161
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 6 minutes to complete. It can be administered individually or in group settings. No special training is required for administration.