Source Credibility / Influencer Credibility (Ohanian)
Marketing & SalesReliability: alphas 0.89–0.94 across three dimensions3 sample items
About this scale
A 15-item measure of communicator credibility along three dimensions: attractiveness, trustworthiness, and expertise (5 items each). Adapted heavily for influencer marketing in 2018–2025 research.
Sample item(s)
“Attractive — Unattractive (attractiveness)”
“Trustworthy — Untrustworthy (trustworthiness)”
“Expert — Not an expert (expertise)”
Reliability
Reported internal consistency: alphas 0.89–0.94 across three dimensions. As a rule of thumb, Cronbach’s α ≥ .70 is considered acceptable, ≥ .80 good, and ≥ .90 excellent for established measures.
Notes
Most cited credibility instrument in advertising. Modern adaptations add 'genuineness' and 'authenticity' for influencer contexts.
Source & citation
Ohanian, R. (1990): Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, Vol. 19, No. 3, pp. 39–52.
Source. Scale details are summarised from the publication cited above. Always consult the original source for the full item set, scoring, and permission to use.
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