Consumer Brand Engagement in Social Media: A Pre-Registered Replication
This study presents a pre-registered replication of one of the most influential articles in the customer engagement literature entitled Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation (Hollebeek, Glynn, & Brodie, 2014, Journal of Interactive Marketing, 28[2], 149–165). By employing the popular social media brand Instagram®, which is often used by