Item response theory-based validation of a quality of digital marketing actions on Instagram business accounts measurement instrument

Abstract

Digital environments have become critical channels for information transmission, enabling companies to expand their presence across various market segments and enhance their product and service offerings. The increasing prominence of social media platforms has made it necessary for companies to invest significantly in digital marketing techniques. In light of this, this article aims to develop a scale for measuring the quality of digital marketing actions on Instagram business accounts. Methodologically, we employed Full-Information Item Factor Analysis in conjunction with the Graded Response Model from Item Response Theory (IRT) to evaluate the measurement instrument items. A set of 22 items was created based on technical characteristics such as interactivity, usability, and information presentation, drawing from existing literature. Subsequently, this instrument was applied to a sample of 313 Instagram business accounts. From this analysis, a final set of 13 items exhibited good psychometric properties and formed the ultimate measurement tool. The generated scale comprises six levels, ranging from very inappropriate to very appropriate, and effectively classifies the quality of digital marketing actions on Instagram business accounts. Interestingly, our findings indicate that a significant portion of the evaluated accounts are still in the early stages of digital marketing maturity, with lower adequacy levels. Many of the examined Instagram accounts have the potential to enhance their strategies for more impact.