Social Media Marketing by Githa Heggde & G. Shainesh

Author:Githa Heggde & G. Shainesh
Language: eng
Format: epub
Publisher: Springer Singapore, Singapore

Measurement Instrument and Questionnaire Design

Research scales were operationalized on the basis of previous work. Proper modifications were made in order to fit the current research context and purpose. All the research constructs except social media information sharing (useing a five-item scale) were measured using three-item scales. “Social media ease of use ” and “social media trust ” measurement instruments were all adapted from Hernández-Ortega (2011) while “social media use intention” measurement instruments were adopted from Lee, Xiong, and Hu (2012). Finally, social media information sharing measurement instruments were adapted from Bock, Zmud, Kim, and Lee (2005).

All the measurement items were measured on a five-point Likert-type scale that was anchored to express the degree of agreement by 1 = strongly disagree to 5 = strongly agree. Individual scale items are listed in Appendix 1.

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