Scale library · Marketing & branding

Social media marketing activities: Kim & Ko (2012)

Kim and Ko (2012) developed this scale in a survey of 362 Louis Vuitton customers in Korea about the brand's social media marketing. It has five dimensions, entertainment, interaction, trendiness, customization and word of mouth, with 11 items in total. In the original model, social media marketing activities affect value, relationship and brand equity, and in turn purchase intention and customer equity. It is widely used in theses on brand pages on Facebook, TikTok and Instagram for fashion, cosmetics, food and beverage and banking brands.

Cite the original, not the blog.

Model or scale: SMMA
Constructs: 5
Items: 11

Original English items

Items marked (R) are reverse-coded: recode them before computing reliability or scale scores. Replace bracketed placeholders such as [system] with the name of the system, brand or organization you study.

Entertainment (ENT, 2 items)

Code	Item wording	Reverse-coded
ENT1	Using [brand]'s social media is fun.	No
ENT2	Contents shown in [brand]'s social media seem interesting.	No

Interaction (INT, 3 items)

Code	Item wording	Reverse-coded
INT1	[Brand]'s social media enables information sharing with others.	No
INT2	Conversation or opinion exchange with others is possible through [brand]'s social media.	No
INT3	It is easy to deliver my opinion through [brand]'s social media.	No

Trendiness (TRD, 2 items)

Code	Item wording	Reverse-coded
TRD1	Contents shown in [brand]'s social media is the newest information.	No
TRD2	Using [brand]'s social media is very trendy.	No

Customization (CUS, 2 items)

Code	Item wording	Reverse-coded
CUS1	[Brand]'s social media offers customized information search.	No
CUS2	[Brand]'s social media provides customized service.	No

Word of Mouth (WOM, 2 items)

Code	Item wording	Reverse-coded
WOM1	I would like to pass along information on brand, product, or services from [brand]'s social media to my friends.	No
WOM2	I would like to upload contents from [brand]'s social media on my blog or micro blog.	No

Response scale

5-point Likert scale (1 = Strongly disagree … 5 = Strongly agree), as in the original article.

Licence and permission

The items are published in the CFA table of the academic article and widely used in research. Cite the original article; we found no permission requirement for non-commercial academic use.

Sources (APA 7)

Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841. https://doi.org/10.1016/j.jbusres.2016.04.181
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014

Vietnamese translation

A Vietnamese translation of every item, with sample-size advice and studies that used the scale, is on the Vietnamese page for this scale.

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