Table 1 Delphi initial items Category... | Emerald Publishing

Table 1

Delphi initial items

Category	Criteria	Definition
Supplier -related criteria	1. Appearance, sincerity, and authenticity	The visual appeal and genuine nature of the SMI, including their personal style, authenticity in their content, and sincerity in their interactions
	2. Number of followers	The total count of individuals who follow the SMI’s social media accounts, indicating their reach and potential audience size
	3. Past contents’ value and quality	Evaluates the quality, relevance, and value of the SMI’s previous content, including the relevance and usefulness of their posts
	4. Frequency of posts	Considers the regularity and consistency with which the SMI publishes new content or engages with their audience through posts or other forms of communication
	5. Affability and public relations	Focuses on the SMI’s ability to build positive relationships with their audience, establish trust, and effectively promote events through their public relations skills
	6. Expertise/credibility	Reflects the SMI’s level of expertise/knowledge, academic/scientific position, and experience in a specific field, which contributes to their credibility as a reliable source of information
	7. Connectedness and tangibles	Involves the SMI’s understanding of social media platforms, algorithms, and their ability to establish connections between users, events, and targeted user groups. Tangibles also refer to the physical and technological aids and resources they utilize in their posts
	8. Target market alignment	Considers the alignment between the SMI’s target audience and the event’s target market, ensuring that their content will resonate with and attract the desired participant segment
Service – related performance	9. Reliability and trustworthiness	Assesses the SMI’s ability to consistently deliver on promises, fulfill obligations, and establish trust, influencing the audience’s intentions
	10. Participatory activities, engagement, and argument effort	Evaluates the SMI’s level of interaction and engagement with their audience, including their ability to create authentic connections, foster emotional attachment, and build trust through meaningful interactions. It also refers to the persuasiveness of the arguments included in the SMI’s post
	11. Potential for quality presentation and empathy	Considers the SMI’s potential to effectively promote events and their ability to demonstrate empathy toward their audience, addressing their emotions appropriately
	12. Success of past campaigns	Examines the SMI’s track record of successful past promotional campaigns, indicating their ability to generate positive results and drive desired outcomes
	13. Assurance and quality communication	Focuses on the SMI’s proficiency in communicating the event with their followers, including their clarity of post details and ability to provide immediate feedback to inquiries
Cost issues	14. Payment and cost issues	Considers the financial aspect of collaborating with the SMI, including their fees and payment preference

Category	Criteria	Definition
Supplier -related criteria	1. Appearance, sincerity, and authenticity	The visual appeal and genuine nature of the SMI, including their personal style, authenticity in their content, and sincerity in their interactions
	2. Number of followers	The total count of individuals who follow the SMI’s social media accounts, indicating their reach and potential audience size
	3. Past contents’ value and quality	Evaluates the quality, relevance, and value of the SMI’s previous content, including the relevance and usefulness of their posts
	4. Frequency of posts	Considers the regularity and consistency with which the SMI publishes new content or engages with their audience through posts or other forms of communication
	5. Affability and public relations	Focuses on the SMI’s ability to build positive relationships with their audience, establish trust, and effectively promote events through their public relations skills
	6. Expertise/credibility	Reflects the SMI’s level of expertise/knowledge, academic/scientific position, and experience in a specific field, which contributes to their credibility as a reliable source of information
	7. Connectedness and tangibles	Involves the SMI’s understanding of social media platforms, algorithms, and their ability to establish connections between users, events, and targeted user groups. Tangibles also refer to the physical and technological aids and resources they utilize in their posts
	8. Target market alignment	Considers the alignment between the SMI’s target audience and the event’s target market, ensuring that their content will resonate with and attract the desired participant segment
Service – related performance	9. Reliability and trustworthiness	Assesses the SMI’s ability to consistently deliver on promises, fulfill obligations, and establish trust, influencing the audience’s intentions
	10. Participatory activities, engagement, and argument effort	Evaluates the SMI’s level of interaction and engagement with their audience, including their ability to create authentic connections, foster emotional attachment, and build trust through meaningful interactions. It also refers to the persuasiveness of the arguments included in the SMI’s post
	11. Potential for quality presentation and empathy	Considers the SMI’s potential to effectively promote events and their ability to demonstrate empathy toward their audience, addressing their emotions appropriately
	12. Success of past campaigns	Examines the SMI’s track record of successful past promotional campaigns, indicating their ability to generate positive results and drive desired outcomes
	13. Assurance and quality communication	Focuses on the SMI’s proficiency in communicating the event with their followers, including their clarity of post details and ability to provide immediate feedback to inquiries
Cost issues	14. Payment and cost issues	Considers the financial aspect of collaborating with the SMI, including their fees and payment preference