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EMAC 2024 Annual


The networked consumption: development and validation of a social capital scale from the consumer perspective
(A2024-119817)

Published: May 28, 2024

AUTHORS

Jussara Cucato, Universidade Nove de Julho; Vivian Strehlau, Escola Superior de Propaganda e Marketing; Flávio Bizarrias, Escola Superior de Propaganda e Marketing; Dirceu Silva, Universidade Estadual de Campinas; Suzane Strehlau, ESPM

ABSTRACT

The escalating adoption of social capital in consumer behavior studies is marked by a myriad of measurement techniques. This multiplicity of methods is likely to yield a spectrum of outcomes, underscoring the potential for varied and significant findings. This study aims to develop and validate a social capital scale from the specific domain of consumer behavior. Purchase intention of sustainable products, and participation in brand communities, two themes widely related to social capital were employed to validate the scale, through conditional effects of self-efficacy and self-esteem. Initially, a systematic literature review was conducted for item pool generation. Then, through exploratory and confirmatory factor analysis for scale development, structural equation modeling for hypothesis predictive testing, and regression analysis for mediation testing, data from 624 participants were obtained and analyzed. The results suggest a three-dimensional factor scale with adequate psychometric properties capable of predicting consumer networked responses.