Conceptualizing the Measuring Scale for Social Media Involvement


  • Jaruporn Tangpattanakit Faculty of Management Sciences, Kasetsart University Sriracha Campus


social media, involvement, measurement scale


The purpose of this study is to develop a measuring scale for social media involvement in multiple dimensions by developing existing concept of involvement knowledge in order to establish an operational concept and concept regarding the context of consumer’s social media involvement. The measuring scale for social media involvement comprises 32 items which were developed to indicate the frequency of consumer participation in social media. This measuring scale was developed from a multidimensional perspective, comprising behavioral, affective, and cognitive components which are appropriate for the assessment of social media involvement. Research methodology includes a survey study to confirm the second item in order to assess the validity and the reliability of the measuring scale. This research employed a sample size of 640 participants. The research results identified that all three components were highly relevant when it comes to explaining social media involvement. Additionally, the scale was tested in the context of before-purchase behaviour and was proved to be accurate and reliable. This measuring scale of social media involvement can be used as a basis for further scientific studies and in other relevant fields.


Akhter, S.H. (2014). Privacy concern and online transactions: The impact of internet self-efficacy and internet involvement. Journal of Consumer Marketing, 31(2), 118-125.

Arbuckle, J.L. (2011). IBM SPSS Amos 20 User’s Guide. Chicago, IL: AMOS Development.

Bahk, C.M. (2008). Reliance, immersion, and enjoyment: An exploratory socio-psychological analysis on internet involvement. Communications of the IIMA, 8(1), 59-66.

Bollen, K.A. (1989). A new incremental fit index for general structural equation models. Sociological Methods & Research, 17(3), 303-316.

Churchill, G.A. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64-73.

Clement, J. (2019). Social media - Statistics & facts. Retrieved 20 November 2019, from

Cooke, M., & Buckley, N. (2008). Web 2.0, social networks and the future of market research. International Journal of Market Research, 50(2), 267-292.

Curtis et al. (2010). Adoption of social media for public relations by nonprofit organizations. Public Relations Review, 36(1), 90-92.

Durrheim, K., & Painter, D. (2008). Collecting qualitative data: Sampling and measuring. In Blanche, M.T., Durrheim, K. and Painter, D. (Eds.), Research in Practice, pp. 130-159, Cape Town: University of Cape Town Press.

Dwivedi, Y.K. (2009). Handbook of Research on Contemporary Theoretical Models in Information Systems. Hershey, PA: Information Science Reference.

Ellison, N.B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook “friends:” Social capital and college students’ use of online social network sites. Journal of Computer-Mediated Communication, 12(4), 1143-1168.

Eveland, W.P., Jr., & Dunwoody, S. (2002). An investigation of elaboration and selective scanning as mediators of learning from the Web versus print. Journal of Broadcasting & Electronic Media, 46(1), 34-53.

Field, A.P. (2013). Discovering Statistics Using IBM SPSS Statistics. 4th ed. London: Sage.

Fornell, C., & Larcker, D.F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382-388.

Gravetter, F.J., & Forzano, L-A.B. (2019). Research Methods for the Behavioral Sciences. 6th ed. Belmont, CA: Wadsworth Cengage Learning.

Gretzel, U., Yoo, K.H., & Purifoy, M. (2007): Online travel review study: Role and impact of online travel reviews. Retrieved 11 April 2019, from

Gummerus et al. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857-877.

Ha, L., & Hu, X. (2013). Social media involvement among college students and general population: Implications to media management. In

Friedrichsen, M. and Muhl-Benninghaus, W. (Eds.), Handbook of Social Media Management: Value Chain and Business Models in Changing Media Markets, pp. 751-773, NY: Springer-Verlag.

Hair et al. (2014). Multivariate Data Analysis. 7th ed. Harlow: Pearson Education.

Hollebeek, L.D., & Brodie, R.J. (2009). Wine service marketing, value co-creation and involvement: Research issues. International Journal of Wine Business Research, 21(4), 339-353.

Huang, C.Y., Chou, C.J., & Lin, P.C. (2010). Involvement theory in constructing bloggers' intention to purchase travel products. Tourism Management, 31(4), 513-526.

Jiang et al. (2010). Effects of interactivity on website involvement and purchase intention. Journal of the Association for Information Systems, 11(1), 1-8.

Laurent, G., & Kapferer, J.-N. (1985). Measuring consumer involvement profiles. Journal of Marketing Research, 22, 41-53.

Lee, R.M., Draper, M., & Lee, S. (2001). Social connectedness, dysfunctional interpersonal behaviors, and psychological distress: Testing a mediator model. Journal of Counseling Psychology, 48(3), 310-318.

Levy, M.R., & Windahl, S. (1984). Audience activity and gratifications: A conceptual clarification and exploration. Communication Research, 11, 51–78.

Mehta, R., & Sivadas, E. (1995). Comparing responses rates and response content in mail versus electronic mail surveys. Journal of the Market Research Society, 37(4), 429-440.

Rosen et al. (2013). The media and technology usage and attitudes scale: An empirical investigation. Computers in Human Behavior, 29(6), 2501-2511.

Rubin, A.M. (1998). Personal involvement with the media. In Trent, J.S. (Ed.), Communication: Views from the Helm for the 21st Century, pp. 257-263, Boston: Allyn & Bacon.

Rubin, A.M., & Perse, E.M. (1987). Audience activity and soap opera involvement a uses and effects investigation. Human Communication Research, 14(2), 246-268.

Salam, A.F., Rao, H.R., & Pegels, C.C. (2000). Internet involvement: Instrument development, measurement, and implications for electronic commerce. In Shaw, M. et al., (Eds.), Handbook on Electronic Commerce, pp. 175-194, Berlin: Springer.

Stefanone, M.A., Lackaff, D., & Rosen, D. (2011). Contingencies of self-worth and social-networking-site behavior. Cyberpsychology, Behavior, and Social Networking, 14(1-2), 41-49.

Stone, R.N. (1984). The marketing characteristics of involvement. ACR North American Advances, 11, 210-215.

Sun, S., Rubin, A.M., & Haridakis, P.M. (2008). The role of motivation and media involvement in explaining internet dependency. Journal of Broadcasting & Electronic Media, 52(3), 408-431.

Wang, A. (2006). Advertising engagement: A driver of message involvement on message effects. Journal of Advertising Research, 46(4), 355-368.

Wyatt, M. (2018). Lafayette sexual predators are banned from using social media. That's not stopping them. Retrieved 11 April 2019, from

Zaichkowsky, J.L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of Advertising, 23(4), 59–70.




How to Cite

Tangpattanakit , J. . (2022). Conceptualizing the Measuring Scale for Social Media Involvement. Journal of Arts and Thai Studies, 44(2), 166–178. Retrieved from



Research Articles