Resumen de Influencer Engagement on Social Media: A Conceptual Model, the Development and Validation of a Measurement Scale
This research aims to conceptualize, develop, and validate a specific instrument for measuring the engagement of followers towards influencers on social media, and more specifically, in this first research, on Instagram. We surveyed (in-depth interviews, and questionnaires) 32 marketing experts and 1170 Instagram followers. Based on the applications of factor analysis and structural equation modelling, we determined 21 valid items. The scale assesses the cognitive, affective, and behavioral characteristics of follower’s engagement across five dimensions. The results provide insight into the interactive, personal, and social aspects of this type of virtual engagement. It is the first scale to measure this engagement in a multidimensional framework, which advances future research.
Additionally, it will help managers identify the strongest dimensions of their influencers’ engagement and thus be able to adjust marketing communication strategies to foster multidimensional follower engagement and subsequent partnerships.
