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Social Media Influencer’s Reputation: Developing and Validating a Multidimensional Scale

Author

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  • Eun Ah Ryu

    (Department of Media and Communication, Sungkyunkwan University, Seoul 03063, Korea)

  • EunKyoung Han

    (Department of Media and Communication, Sungkyunkwan University, Seoul 03063, Korea)

Abstract

Since the introduction of smartphones in 2009, social networking services (SNS), which have seen a surge in users, facilitated changes in the media environment along with social influence that has increased the economic value and political influence of SNS. In particular, as consumers’ media use and consumption behavior change around digital media, social media plays a very important role in consumers’ lives. From this perspective, influencers who influence not only consumers’ consumption behavior, but also decision-making and opinion formation based on social media are attracting attention. Therefore, the aim of this study was to develop items to measure an influencer’s reputation as a new source of information in the SNS environment; no previous researchers have presented generalized measurement items for an influencer’s reputation. We intended to identify what dimensions and items in the existing literature could effectively measure a social media influencer’s reputation and to verify each item’s relevance as a measure of a social media influencer’s reputation. Based on in-depth interviews with 30 experts and empirical findings from 557 adults, this study identified dimensions that impact on a consumer’s perception of a social media influencer and developed a scale. The results showed that the social media Influencer’s Reputation scale comprises four distinctive dimensions: Communication skills, influence, authenticity, and expertise. Additionally, the reliability and validity of the scale were assessed, using exploratory and confirmatory analyses and construct validity. The findings confirmed that the social media influencer’s reputation scale measurement items, in this study, can be used as a consistent measurement tool for each dimension. It is also important to develop value in favor of the marketing strategy by increasing value through the influencer’s reputation.

Suggested Citation

  • Eun Ah Ryu & EunKyoung Han, 2021. "Social Media Influencer’s Reputation: Developing and Validating a Multidimensional Scale," Sustainability, MDPI, vol. 13(2), pages 1-18, January.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:2:p:631-:d:478281
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    References listed on IDEAS

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    2. Syed Asim Shah & Muhammad Haroon Shoukat & Waseef Jamal & Muhammad Shakil Ahmad, 2023. "What Drives Followers-Influencer Intention in Influencer Marketing? The Perspectives of Emotional Attachment and Quality of Information," SAGE Open, , vol. 13(2), pages 21582440231, June.
    3. Muhammad Faisal Malik & r Manzoom Akhtar & Dr Zia ur Rehman & Kashif Mehmood & Muhammad Hafeez, 2022. "Factors Affecting the Consumer Satisfaction with the Role of Social Media Influencers in Ready to Wear Clothing Brands," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 8(3), pages 70-80, December.
    4. Heeseung Yu & Eunkyoung Han, 2021. "Developing a Measure for Online Shopping Mall Reputation (OSMR)," Sustainability, MDPI, vol. 13(7), pages 1-16, March.
    5. Beata Zatwarnicka-Madura & Robert Nowacki & Iwona Wojciechowska, 2022. "Influencer Marketing as a Tool in Modern Communication—Possibilities of Use in Green Energy Promotion amongst Poland’s Generation Z," Energies, MDPI, vol. 15(18), pages 1-22, September.
    6. Shuchi Gupta & Nishad Nawaz & Abhishek Tripathi & Saqib Muneer & Naveed Ahmad, 2021. "Using Social Media as a Medium for CSR Communication, to Induce Consumer–Brand Relationship in the Banking Sector of a Developing Economy," Sustainability, MDPI, vol. 13(7), pages 1-16, March.
    7. Akawut Jansom & Siwarit Pongsakornrungsilp, 2021. "How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing," Sustainability, MDPI, vol. 13(15), pages 1-19, July.

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