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.
Likert scale (exact point range not specified in the focal paper; mean item scores range from 4.40 to 5.03, consistent with a 7-point format)
Full scale items shown. Always cite the original source when using this scale in research.
The VSIC and its companion trustworthiness scale (VSIT, ID 1891) together constitute the full Virtual Social Influencer (VSI) scale introduced by van Esch et al. (2026). The two factors are theoretically distinct (affective vs. cognitive) but empirically correlated (r = .878 in CFA). HTMT = .88, below the .90 threshold, supporting discriminant validity. A key practical finding from Study 5 is that connectedness is a substantially stronger predictor of most behavioral outcomes than trustworthiness: it drives recommendation, advice-following, and overall behavioral intentions, while trustworthiness significantly predicts only intention to interact among the four outcome variables tested. This asymmetry suggests that brands deploying VSIs should prioritise community-building, emotional resonance, and relatability over credibility signalling alone to maximise downstream behavioral impact. Items generated algorithmically via the PIG (Psychometric Item Generator), introduced from psychology into marketing scale development. Samples predominantly Chinese, 18-40 years old; cross-cultural validation recommended.
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
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