Judge-rated dataset of nano- and micro-influencers

Quantitative judge-based data: 398 Instagram influencer profiles evaluated by two independent judges each over a three-month observation period.Secondary analytics data: objective metrics from HypeAuditor, including number of followers, Audience Quality Score (AQS), engagement indicators, and average compensation.The final quantitative sample included nano-influencers (1k–10k followers) and micro-influencers (10k–100k followers) active on Instagram.Variables and short definitionsMain antecedent variablesAuthenticity – the extent to which the influencer is perceived as genuine, real, and true to themselves.Inspiration – the extent to which the influencer motivates, uplifts, or encourages followers.Content showing expertise – the degree to which the influencer’s content demonstrates knowledge, competence, or experience in a topic area.Main mediating variablesOpinion leadership – the extent to which the influencer is perceived as a trusted source of guidance, knowledge, and influence.Number of followers – the size of the influencer’s Instagram audience.Main outcome variablesIntention to consume content – willingness to view, read, or follow the influencer’s content.Intention to recommend the account – willingness to suggest the influencer’s account to others.Intention to follow the advice – willingness to act on the influencer’s recommendations or suggestions.Average compensation – estimated average earnings the influencer receives from social media collaborations.Additional objective/platform variableAudience Quality Score (AQS) – a quality indicator of the influencer’s audience, provided by HypeAuditor, reflecting how authentic/valuable the audience is.Control variablesLuxury lifestyle – the extent to which the content presents an affluent or high-status lifestyle.Mirth – the degree to which the influencer’s content is humorous or amusing.Content usefulness – the extent to which the content is perceived as practical, informative, or helpful.Content showing other people – the extent to which posts feature other individuals.Content linking to different media – the extent to which the influencer connects followers to other media channels or platforms.Content with celebrities – the extent to which the influencer features celebrities in content.Follower engagement (comments and likes) – observable audience interaction with the influencer’s posts.Number of posts / total posts – posting activity or volume of published content.Physical attractiveness – perceived attractiveness of the influencer as a person.Visual attractiveness – perceived visual appeal and aesthetics of the influencer’s content.Uniqueness – the degree to which the influencer’s content is seen as distinctive or original.