Influencers' intimate self-disclosure and its impact on consumers' self-brand connections: scale development, validation, and application

Purpose This study develops and validates a scale to measure social media influencers' intimate self-disclosure (SMIs' ISD), by accessing consumer perceptions of the intimacy levels of SMIs' self-disclosure. The authors further evaluate the extent to which SMIs' ISD fosters consumers' self-brand connections via consumer-SMI parasocial relationships. Design/methodology/approach The scale was developed through item generation, purification, and...