Consumer brand engagement in social media: Conceptualization, scale development and validation.

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Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002

Mots-clés : engagement des consommateurs, engagement envers la marque, médias sociaux, développement d’échelle, validation d’échelle, marketing relationnel, réseaux sociaux

Résumé

L’article de Hollebeek et al. (2014) propose une conceptualisation et une échelle de mesure pour l’engagement des consommateurs envers la marque (CBE) dans les contextes de médias sociaux. Les auteurs définissent le CBE comme une activité cognitive, émotionnelle et comportementale à valence positive lors d’interactions consommateur/marque. À travers quatre études, ils développent et valident une échelle CBE à 10 items, comprenant trois dimensions : traitement cognitif, affection, et activation. L’étude 1 utilise des entretiens qualitatifs pour explorer les conceptions des consommateurs. L’étude 2, avec 194 étudiants, affine l’échelle via une analyse factorielle exploratoire (EFA) sur Facebook.com. L’étude 3, avec 554 consommateurs, confirme l’échelle via une analyse factorielle confirmatoire (CFA) sur Twitter.com. L’étude 4, avec 556 consommateurs sur LinkedIn.com, valide l’échelle dans un réseau nomologique, identifiant l’implication comme antécédent et la connexion au soi-marque et l’intention d’utilisation comme conséquences. Les résultats soulignent l’importance de l’affection pour influencer la connexion au soi-marque et l’intention d’utilisation.

Analyse critique

Forces

  1. Conceptualisation robuste : La définition du CBE comme une activité multidimensionnelle (cognitive, émotionnelle, comportementale) s’aligne sur les cadres théoriques comme la logique service-dominante et le marketing relationnel (Hollebeek et al., 2014).

  2. Méthodologie rigoureuse : L’approche en quatre études, combinant méthodes qualitatives et quantitatives (EFA, CFA, validation nomologique), assure une validation approfondie de l’échelle.

  3. Pertinence contextuelle : L’accent sur les médias sociaux (Facebook, Twitter, LinkedIn) répond à l’intérêt croissant pour l’engagement dans les environnements interactifs Web 2.0.

Limites

  1. Contexte spécifique : L’échelle est validée uniquement dans des contextes de médias sociaux, limitant sa généralisation à d’autres environnements, comme les interactions hors ligne (Hollebeek et al., 2014).

  2. Validité statistique : Bien que l’échelle montre une bonne fiabilité, certains niveaux de validité convergente et discriminante sont modérés, nécessitant des validations supplémentaires.

  3. Nature transversale : L’approche transversale ne capture pas les dynamiques temporelles du CBE, qui pourraient varier sur le long terme.

Perspectives

Les recherches futures pourraient valider l’échelle dans des contextes hors ligne, adopter des designs longitudinaux pour explorer les dynamiques du CBE, et examiner des construits alternatifs (par exemple, amour de la marque) dans le réseau nomologique. Explorer les effets négatifs potentiels du CBE et les différences entre marques utilitaires et hédoniques serait également pertinent.

Implications managériales

Les gestionnaires peuvent utiliser l’échelle CBE pour :

  • Mesurer l’engagement : Évaluer les niveaux de CBE pour identifier les forces et faiblesses des marques sur les dimensions cognitives, émotionnelles et comportementales.

  • Renforcer l’affection : Développer des stratégies (par exemple, contenu émotionnel engageant) pour stimuler l’affection, qui influence fortement la connexion au soi-marque et l’intention d’utilisation.

  • Fidélisation : Cultiver le CBE pour améliorer la rétention et la fidélité des consommateurs, en particulier dans les environnements sociaux compétitifs.

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