| Awareness of disclosure statement | DS1 I am aware that the SMFIs' brand content is paid | Dhanesh and Duthler (2019) and Boerman et al. (2018) | 3.87 | 1.47 | 0.878 | 0.894 | 0.963 | 0.851 |
| DS2 I can state when an SMFI's brand content is paid | 4.36 | 1.53 | 0.919 |
| DS3 I am aware that the SMFIs' brand content is paid to endorse, labeled with certain disclosure statements (Paid ad, sponsored, in collaboration, hashtags #) | 3.13 | 1.28 | 0.895 |
| DS4 I can tell when the SMFIs' content is paid or not | 4.04 | 1.13 | 0.904 |
| Entertainment value | ENT1 The SMFIs' content is entertaining | Tolunay and Ekizler (2021) and Ducoffe (1996) | 3.51 | 1.04 | 0.850 | 0.877 | 0.922 | 0.787 |
| ENT2 The SMFIs' content is enjoyable | 4.25 | 1.14 | 0.845 |
| ENT3 The SMFIs' content is pleasing | 3.79 | 1.09 | 0.809 |
| ENT4 The SMFIs' content is a joy to use | | | |
| Informativeness value | INF1 The content of SMFIs provides appropriate information | Tolunay and Ekizler (2021) and Ducoffe (1996) | 4.06 | 1.31 | 0.737 | 0.809 | 0.901 | 0.731 |
| INF2 The content of SMFI is a good source of the latest product information | | | |
| INF3 The SMFIs' content makes product information directly available | 4.22 | 1.13 | 0.771 |
| INF4 The SMFIs' content provides complete product knowledge | 3.30 | 1.57 | 0.874 |
| Parasocial interaction | PSI1 I share a similar viewpoint on SMFIs' content | Giertz (2022),Chung and Cho (2017) and Horton and Wohl (1956) | 4.29 | 1.44 | 0.920 | 0.955 | 0.984 | 0.880 |
| PSI2 I can identify myself with SMFIs' content | 3.95 | 1.36 | 0.889 |
| PSI3 I like the brand recommendations of the SMFIs' content | 4.05 | 1.39 | 0.914 |
| PSI4 I feel that the SMFIs' content suits my interests | 4.83 | 1.49 | 0.947 |
| Perceived credibility | PC1 The content developed by SMFI appears trustworthy | Reinikainen et al. (2020) and Ohanian (1990) | 3.73 | 0.959 | 0.854 | 0.856 | 0.932 | 0.817 |
| PC2 The content developed by SMFI appears professional to me | 4.69 | 1.47 | 0.919 |
| PC3 The content developed by SMFI appears attractive to me | 4.24 | 1.40 | 0.882 |
| PC4 The content developed by SMFI appears competent to make affirmations about the fashion brand | | | |
| Consumer engagement | CE1 The SMFIs' content strongly encourages me to make likes, comments mentioning other people, and share | Giertz (2022) and Hollebeek et al. (2014) | 4.83 | 1.29 | 0.877 | 0.910 | 0.974 | 0.858 |
| CE2 The SMFIs' content is easy to remember | 4.57 | 1.35 | 0.865 |
| CE3 The SMFIs' content directly triggers the urge to visit the brand pages | 4.32 | 1.11 | 0.843 |
| CE4 The SMFIs' content directly activates the urge to seek further product information | | | |