Proposing an integrative scale of digital influence in the context of influencer marketing

Abstract

Influence is a process in which individuals’ attitudes, emotions, intentions, and behaviors are shaped by others. In the virtual world, this is especially evident among social media influencers, who engage with their followers across various platforms in an attempt to affect their perceptions and actions. Digital influence results from the interaction between influencers and followers, where followers assess the influencer’s attributes while also reflecting on their emotional reactions to them. This study introduces an Integrative Scale of Digital Influence that encompasses both the assessment and self-assessment processes identified. Through six studies conducted within the context of influencer marketing, including item development, validation, and reliability testing, the scale’s dimensionality, reliability, and validity are confirmed. The research highlights two key dimensions of digital influence: followers’ evaluation of the influencer’s characteristics, such as similarity, authenticity, and attractiveness, and their emotional self-assessment, including attachment and envy. These factors drive positive outcomes, such as increased purchase intentions and transfer of emotional attachment. For practitioners, this scale offers a tool for evaluating influencer performance in marketing strategies.