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.

中文翻译：

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社交媒体上的影响者参与：概念模型、测量量表的开发和验证

本研究旨在概念化、开发和验证一种特定工具，用于衡量追随者对社交媒体上影响者的参与度，更具体地说，在第一项研究中，是在 Instagram 上。我们调查了（深度访谈和问卷）32 名营销专家和 1170 名 Instagram 粉丝。基于因子分析和结构方程模型的应用，我们确定了 21 个有效项目。该量表从五个维度评估追随者参与度的认知、情感和行为特征。结果提供了对此类虚拟参与的交互、个人和社交方面的深入了解。这是第一个在多维框架中衡量这种参与度的量表，这推动了未来的研究。此外，