Developing a measurement tool for content engagement across the customer journey: A pilot study
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| Format: | Recurso digital |
| Sprache: | Englisch |
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2025
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| _version_ | 1866901903207563264 |
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| author | Rismawati, Sofa Nutrima Indrawati, Indrawati |
| author_facet | Rismawati, Sofa Nutrima Indrawati, Indrawati |
| contents | <p>The rise of digital training platforms in Indonesia necessitates the development of robust measurement tools to assess participant engagement effectively. PT Global Edukasi Talenta Incubator (GeTI) implements a Digital Communication Management (DCM) strategy using WhatsApp Business as the main content distribution channel. This study aims to develop a measurement tool to evaluate how different types of content educational, product-related, and cause-related affect content engagement across the customer journey stages: pre-purchase, purchase, and post-purchase. The research adopts the antecedents and consequences of trust model adapted from Salonen et al. (2024), integrating moderating variables such as brand familiarity and social media usage. A pilot test with 30 respondents was conducted to assess content validity, face validity, and reliability using SPSS. Results showed that all 35 questionnaire items across 7 constructs met the validity (CITC > 0.3) and reliability (Cronbach’s Alpha > 0.7) thresholds. The proposed measurement tool is therefore appropriate for further use in full-scale studies on digital engagement in educational settings. </p> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_17197925 |
| institution | Zenodo |
| language | eng |
| publishDate | 2025 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | Developing a measurement tool for content engagement across the customer journey: A pilot study Rismawati, Sofa Nutrima Indrawati, Indrawati Content Engagement Digital Communication Customer Journey Social Media Pilot Test Educational Content <p>The rise of digital training platforms in Indonesia necessitates the development of robust measurement tools to assess participant engagement effectively. PT Global Edukasi Talenta Incubator (GeTI) implements a Digital Communication Management (DCM) strategy using WhatsApp Business as the main content distribution channel. This study aims to develop a measurement tool to evaluate how different types of content educational, product-related, and cause-related affect content engagement across the customer journey stages: pre-purchase, purchase, and post-purchase. The research adopts the antecedents and consequences of trust model adapted from Salonen et al. (2024), integrating moderating variables such as brand familiarity and social media usage. A pilot test with 30 respondents was conducted to assess content validity, face validity, and reliability using SPSS. Results showed that all 35 questionnaire items across 7 constructs met the validity (CITC > 0.3) and reliability (Cronbach’s Alpha > 0.7) thresholds. The proposed measurement tool is therefore appropriate for further use in full-scale studies on digital engagement in educational settings. </p> |
| title | Developing a measurement tool for content engagement across the customer journey: A pilot study |
| topic | Content Engagement Digital Communication Customer Journey Social Media Pilot Test Educational Content |
| url | https://doi.org/10.5281/zenodo.17197925 |