Table 2 Results of exploratory factor analysis

Sponsorship display status

0.984

 The influencer indicated that the post was sponsored

0.978

 I think the influencer was compensated by the brand for creating the post

0.977

 The post contained a #sponsored ad# hashtag

0.976

 I think this post has become an advertisement

0.975

  Eigenvalue = 3.818

  Percent of variance explained = 23.861

Influencer type

0.983

 Many people know the name of this influencer

0.975

 Movies/dramas/programs with this influencer are popular

0.974

 This influencer is a celebrity

0.969

 This influencer is famous

0.968

  Eigenvalue = 3.806

  Percent of variance explained = 23.787

Product exposure method

0.981

 The product mentioned by the influencer could not be seen in the post. ^a

0.978

 The influencer was holding the product in her hand

0.974

 The influencer showed the product she mentioned

0.971

 The product the influencer was referring to was visible in the post

0.969

  Eigenvalue = 3.794

  Percent of variance explained = 23.714

New product acceptance intentions

0.920

 I am favorable toward this new product

0.925

 I think it’s wise to buy this new product

0.906

 I am generally satisfied with this new product

0.881

 I have an intention to use this new product

0.868

  Eigenvalue = 3.243

  Percent of variance explained = 20.267