Virtual Social Influencer Connectedness Scale

What it measures

A 5-item unidimensional scale measuring the emotional connection, relatability, and sense of belonging that consumers feel toward virtual social influencers (VSIs). Part of the broader Virtual Social Influencer (VSI) scale developed by van Esch et al. (2026); see companion scale VSIT (ID 1891) for the trustworthiness dimension. Connectedness is conceptualised as an affective assessment of relationship strength -- the emotional bond and sense of community fostered by a VSI -- distinguishing it from the cognitive construct of trustworthiness. Validated across five studies including EFA (n = 400), CFA (n = 297), nomological validity testing (n = 306), and pre-registered predictive validity testing (n = 210, AsPredicted #164904). In predictive validity testing, connectedness was the dominant behavioral driver, significantly predicting intention to recommend (beta = .909), intention to follow advice (beta = .834), and overall behavioral intentions including word-of-mouth and willingness to pay more (beta = .834). In nomological testing, connectedness significantly predicted attachment (beta = .845), para-social relationships (beta = .804), and identification (beta = .893), but did not significantly predict authenticity perceptions, suggesting that affective connection and perceived genuineness are empirically separable.

Representative items

• I feel a sense of similarity or connection with VSIs.
• I feel a sense of connection and empathy with VSIs.
• I find VSIs relatable and easy to connect with.
• I feel a connection with VSIs.

Citation

van Esch, P., Cui, Y., Arli, D., & Eskridge, B. (2026). Virtual social influencer scale development and validation: An algorithmic approach. Australasian Marketing Journal. Advance online publication. https://doi.org/10.1177/14413582261423028