Influencer Credibility & Authenticity Scale

What it measures

Measures consumer perceptions of social media influencer credibility across four dimensions adapted from traditional source credibility research. Similarity is added as a fourth dimension because perceived similarity between the influencer and follower is a unique driver of parasocial relationships and persuasion in influencer marketing. Widely used in influencer marketing effectiveness research.

Representative items

• This influencer is trustworthy. (Trustworthiness)
• This influencer is honest. (Trustworthiness)
• This influencer is an expert in this area. (Expertise)
• This influencer is knowledgeable. (Expertise)
• This influencer is attractive. (Attractiveness)

Citation

Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73.