A study of developing a scale to measure individual's engagement to advertising

This study aims to develop a valid and reliable measurement tool of an individual's level of engagement to advertising. A 24-item Likert-type scale called the "Engagement to Advertising Scale" was developed, after respectively building the theoretical framework and generating the item pool by using mixed data collection techniques. Following the content validity of the item was presented, the data from three different research samples (N=309, N=408, N=52) gathered with a convenience sampling method. A measurement tool -included 24 items and two factors- to measure an individual's engagement to advertising was built up following Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and assessment of validity and reliability. EFA results show that the reliability coefficient of scale factor varies between .95 - .97, standardized factor loadings vary between .63 - .88, Average Variance Explained (AVE) varies .60 - .65. CFA results are; x2/df = 3,80, CFI = .93, TLI = .92, NNFI = .92, IFI = .90, RMSEA = 0.08 and SRMR = 0.06. The scale has also good convergent and discriminant validity. Overall, the results have shown that the "Engagement to Advertising Scale" is valid and reliable.