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

Item response theory-based validation of a quality of digital marketing actions on Instagram business accounts measurement instrument | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Research Article Item response theory-based validation of a quality of digital marketing actions on Instagram business accounts measurement instrument Joyce Edra Pereira Souza, Jonhatan Magno Norte Silva This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-4253215/v1 This work is licensed under a CC BY 4.0 License Status: Posted Version 1 posted You are reading this latest preprint version 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. Scale Social media Commercial accounts Advertising in digital environments Figures Figure 1 Figure 2 Figure 3 1. Introduction The importance of the internet and other communication technologies today is well known. Individuals and corporations have experienced the phenomenon of digitalization, which has been growing at a speed that would scare even the most optimistic scenarios. Thus, the digital environment has become a relevant channel for transmitting information, enabling and expanding companies' access to other market segments, resulting in a better offer and presentation of products and services for new and current customers. Companies need to position themselves and be present in the environments where their audience and potential customers are. The internet has transformed consumer behavior, as people increasingly use it for communication, relationships, entertainment, and consumption (Gabriel, 2010). As a result, having an online presence has become essential for businesses to survive. The existence of a digital ecosystem impacted marketing on social media and favored business sales and services, opening up great potential for corporate expansion. With this possibility, digital marketing appears to promote possible actions for companies in the digital environment. It also seeks to deepen its relationship with its consumers to meet market needs (Kartajaya et al., 2019). Digital marketing represents a comprehensive suite of advertising actions and publicity strategies crafted and executed within the digital environment. It also involves encouraging new habits, attitudes, and behavior of consumers, seeking interaction between the company and the customer (Torres, 2010). Thus, companies' strategies for marketing actions are increasingly focused on customers (Kaufman; Horton, 2015). Given this scenario, marketing on social networks has become a trend and one of the most relevant investments for companies. The objective is to secure a distinctive differentiator and sustainable competitive advantage in the current market landscape (Barros et al, 2011). Social networks are experiencing ongoing expansion both within Brazil and globally, so much so that most consumers seek interaction with companies through them. This fact configures an efficient strategy for companies to adapt and promote consumer satisfaction and loyalty (Torres, 2010). Therefore, failure to use the tools available on such digital platforms can lead to a loss of market space (Falda et al, 2016). While its appropriate use is a relevant component of companies' strategy by reducing geographic barriers, providing greater customer reach, and greater visibility of products/services (Costa, 2018). Social functions and processes are increasingly being structured within virtual spaces. As a result, Instagram is a consistent platform that has stood out in recent years as one of the main targets for companies. This environment allows the dissemination of company information and enables the use of valuable tools and solutions for brands. According to Corbisier (2016), Instagram has become an essential and differentiated marketing tool for disseminating information in a non-traditional form, being a commercially attractive network and providing more direct, simple, and quick contact between company and consumer. With more options and competitors in the market, many companies have been interested in promoting their brands, products, and services and interacting with their audience on social networks (Kaufman; Horton, 2015). In this scenario, Instagram, especially the Business version, stood out as a potential platform for organizations that want to become closer to their audience and convert their efforts into sales. Brandt and Madeira (2019) emphasize that with over 1 billion active user accounts and approximately 500 million daily interactions, Instagram serves as a significant platform for companies to showcase their products and services. Brazil, for example, has 200 million users, making it the second country with the most accounts on the network. The Instagram network offers several possibilities for expanding business. According to a 2022 Instagram survey, 90% of users engage with at least one business account, and 50% report heightened interest in brands that advertise on the platform (Instagram, 2022). However, organizations frequently exhibit a passive online presence when they fail to devise a strategic digital marketing plan and underutilize the network’s available tools, thereby overlooking the potential parameters for engagement and growth. In this sense, Corbisier (2016) underscores the importance of a company’s deep understanding of its audience, proficiency in diverse publishing tactics, comprehension of search engine mechanics, and familiarity with the prevailing rules of conduct and platform-specific features to effectively leverage Instagram’s capabilities. It is essential to integrate its functionalities with other social networks while maintaining robust control and monitoring over data and user interactions. Thus, several practices have emerged to optimize strategies on Instagram. However, companies must focus on efficient techniques to improve their digital marketing and achieve competitive advantage. Reliable and comprehensive quality measures are the key to effective quality management in people's interaction processes with technology (Fassnacht; Koese, 2006). In this context, measures to evaluate the quality of digital marketing methods in business Instagram accounts, that is, technical characteristics such as interactivity, usability, and information, considering the peculiarities of digital marketing, have become relevant. In this sense, we searched the literature for factors associated with the quality of digital marketing actions on Instagram business accounts. Through statistical methods such as Full-Information Item Factor Analysis and Item Response Theory (IRT), it is possible to establish parameters for building a metric capable of positioning items and business accounts on the same scale. The intention is to guide, through fundamental techniques and characteristics, how companies can help build the best strategies for their Instagram accounts, that is, to be used as an effective solution to position themselves in their market segments in a more appropriate way, taking into account the existing needs of the social network considered. In light of the above, this study endeavors to construct a comprehensive scale for assessing the quality of digital marketing actions employed by Instagram business accounts. Leveraging Item Response Theory (IRT) assumptions, we have developed a measurement tool that minimizes bias. By utilizing this scale, we can discern the factors associated with digital marketing that exhibit significant discriminatory power. Furthermore, this instrument enables us to identify the key attributes that drive an Instagram business account toward better alignment with the expectations of today’s discerning consumers. 2. Methods 2.1 Instrument construction To address the topic, we conducted a comprehensive search across reputable sources, including Science Direct, BDTD, Scopus, and Capes journals. Our analysis focused on keywords related to digital marketing, Instagram, social networks, interactivity, usability, and information presentation. Initially, we carefully reviewed the titles and summaries of the bibliographic materials we found. Subsequently, we extracted central concepts to inform the content construction in the second stage. A total of 22 items were formulated and presented to the judgment of four experts in the field of digital marketing. One of the referees has a background in production engineering, being a university professor with a qualification in marketing knowledge. The other three individuals are specialized professionals with over five years of experience in the digital marketing and advertising industry. Based on the judges' evaluation, we have made crucial modifications to the formulation of the items. These include refining the semantics of the elements to establish a uniform response model and simplify statistical analyses. Also, we have made precise amendments to the description of certain items to enhance their clarity and removed non-essential sections. Table 1 presents the 22 final items, with their direct bibliographic sources, used to prepare each item. We structured the questions to answer them using a four-level Likert scale (1 - Total absence of the attribute; 2 - Partial absence of the attribute; 3 - Partial presence of the attribute; 4 - Total presence of the attribute). Table 1 Description of the formulated items and references. Item Descrição do item Fontes Q1- Does the account present persuasive and relevant content to the target audience? It needs a “Publication” with four “Ps” (product, price, place, and promotion), with persuasive and interesting content to attract traffic and become visible to the target audience. Brandt and Madeira (2019); Cook (2020); Vasconcelos et al. (2020); Vaz (2011). Q2- Is there the use of hashtags linked to the brand? Hashtags are a crucial tool for companies to connect with their customers, target specific groups of customers in relevant posts, and even attract the attention of potential new customers. Berg and Sterner (2015); Brandt and Madeira (2019); Cook (2020); Corbisier (2016); Tsur and Rappoport (2012). Q3- Does it present posts based on the use of images? Incorporating illustrative content can enhance the creation of compelling scenarios, enabling companies to promote their products and services more effectively. Duarte (2016); Gong (2014); Sutherland (2021). Q4- Is the account feed constantly updated? One post per day in the feed is enough to do marketing on Instagram. Not updating an account is not advisable. It is relevant to interact with followers. Cook (2020); Duarte (2016); Sahartian et al (2022); Sebrae (2022). Q5- Does it have a well-constructed visual identity that expresses the brand? The consumer must be able to identify and relate a font, sign, color, or even an idea with a company or product. We must construct the visual identity in a solid and aesthetically coherent manner. Cook (2020); Oliveira (2021); Raslan (2014). Q6- Is there an offer of experiences through content marketing? Digital marketing cannot just focus on advertisements. We must avoid presenting the product in an invasive manner. Borquez and Madeira (2019); Kartajaya et al (2019); Kuehni and Schwarz (2008); Torres (2010b). Q7- Does the account's bio contain a clear and concise summary that accurately reflects its ideals? The bio, or biography, is the crucial source of traffic generation. Therefore, it is vital to optimize your account with relevant keywords and a strategic link to attract potential customers interested in your products and services. Cook (2020); Oliveira (2021); Sahartian et al (2022); Zimmerman (2013). Q8- Does it have an IG (profile name) related to the brand, simple and easy to remember? The name used in the profile must be easy to remember and write, self-explanatory, if possible, as this means it is more likely to be searched. Asad (2014); Luca and Galeazzi (2019); Q9- Is there an account avatar (profile photo) that effectively represents and identifies the company? The Instagram profile photo must represent the company's brand and is a relevant element that makes up the account's business card. Cook (2020); Gonçalves (2020). Q10- Does the account display creative images and unique, well-produced images? It is relevant to work with creative images and images that are legible and easy to understand. Cook (2020); Lima (2019); Sutherland (2021). Q11- Offer texts directly and conversationally? Being concise and direct is essential for enhancing communication flow. Lima (2019); Spíndola (2021); Q12- Does it offer texts that generate interactions? It is crucial to pay attention to creating texts that generate interactions. This way, publications achieve greater reach and generate relationships with their users. Lima (2019); Be et al (2022). Q13- Does it present the benefits incorporated in the products/services available? Marketing today must offer solutions to the market, not just physical goods and their features. Kartajaya et al (2019); Miranda (2003). Q14- Does it offer activities and resources that facilitate relationship marketing? Developing activities that help members and create identification with the brand creates a positive force. Berne and Marzo (2020); Torres (2010b). Q15- Does the account offer video-based posts? Video posts have the highest engagement rate among all types of posts. Video posts in the digital environment add value to an account. Cook (2020); Duarte (2016); Hubspot and Mention (2022). Q16- Does it show interaction with the use of Instagram Stories? Interactions with followers play a significant role in reaching new accounts. The interactions make it easier to gain new followers and potential customers. Agung and Darma (2019); Cobarro et al (2021); Sebrae (2022). Q17- Does it feature highlights with Stories that are worth saving? Instagram Stories highlights help to capture important information and records and play a crucial role in attracting new followers. Cook (2020); Sebrae (2022). Q18- Does it present interaction with followers in the form of likes and comments? Interacting with your followers is crucial for acquiring new accounts, as it simplifies the process of gaining both followers and potential customers. Silva and Cordeiro (2020); Trainini and Torres (2015). Q19- Does it indirectly offer the promotion of products, services, or brands? Instead of highlighting specific products or services, it's more efficacious to focus on thematic discussions that encourage customer and follower engagement. This approach ensures that your content is engaging and relatable, which fosters a stronger connection with your audience. Kendall (1994); Spíndola (2021). Q20- Is there a description of the product/service in the posted content? It is relevant to describe the product/service for a better understanding of the consumer. Hardiyanto et al (2020); Silva and Cordeiro (2020). Q21- Does it present a profile in a humanized way? Using Instagram in a humanized way presents the brand as close and accessible to the follower. Malhotra et al (2013); Cuevas-Molano et al (2021). Q22- Is there a provision of means of contact so that the user can have ways to get in touch? When trying to promote the company, all contacts must be visible (email, telephone, etc.). Nummila (2015); Sebrae (2022). 2.2 Sample and data collection Instagram business accounts with different degrees of service to the items were sought, ensuring some generalization of the results. The accounts analyzed present the most diverse types of products sold and design, layout, and aesthetics varieties. We sought to ensure diversity, encompassing accounts with primary interfaces to more elaborate accounts with the presence of resources. As an inclusion criterion, the account must have at least 100 followers. Data from Instagram (2022) indicates around 200 million Brazilian business accounts on the platform currently, thus configuring the total population for this study. We estimated a sample size (n) of 313 business accounts according to the procedure proposed by Hedayat and Sinha (1991) for a finite population (Eq. 1 ). $$n= \frac{N \text{x} {Z}_{a}^{2} \text{x} p \text{x} q}{{d}^{2} \text{x} \left(N-1\right)+ {Z}_{a}^{2} \text{x} p \text{x} q}$$ 1 where N is the total population studied; \({Z}_{a}^{2}\) is the value of the normal distribution at a given confidence level (1,962 for a 95% confidence interval); p = expected frequency (when this is unknown, used a value of 50%, maximizing the sample size); q = 1–p; d = acceptable margin of error (d = 5.55% for the 95% confidence interval and p = 0.50). The composition of the sample is comprised accounts from companies from different segments of the economy, such as bookstores, furniture stores, bags or accessories stores, jewelry, and toys, among others. The URLs and IGs of the accounts that make up the sample can be viewed in Appendix A. Data was collected between June and August 2022 using Instagram's search engine. The 22 items generated had their responses obtained through manual collection, in which two applicators accessed the application and the business account and answered the items. The items were evaluated independently, ensuring appropriate treatment. The two applicators assessed each Instagram account simultaneously. They tabulated the data in an electronic spreadsheet for subsequent analysis in statistical software. 2.4 Statistical analysis All statistical procedures were carried out with the help of Software R (R Core Team 2022) and the packages psy, psych, MASS, mirt, vcd, and irr and their dependencies. Initially, the degree of agreement between the two evaluators was verified, and divergences between the evaluations were discussed and resolved by consensus on the same day. Before reaching a consensus, interobserver reliability was assessed using the weighted Kappa test (Kp) with the linear weighting criterion. The presence of outliers was verified using the z-score, in which observations with z values > 2.58 must be excluded. The t-test was used to ensure the absence of non-respondent bias, in which data from the first 100 and last 100 accounts analyzed (early and late) were compared. A p-value < 0.05 indicates the absence of non-respondent bias in the data. Cronbach's alpha (α) and McDonald's Omega (ω) tests were used to evaluate the collected data. Sijtsma (2009) suggests a minimum value of 0.70 for α and ω to infer internal consistency and reliability of the collected data, respectively, such that the value of ω > α. The number of Instrument dimensions was defined through the scree plot, being important information for choosing the number of factors to be extracted in the Full-Information Item Factor Analysis (FIFA). The Kaiser-Meyer-Olkin (KMO) and Bartlett sphericity tests were used to ensure compliance with the assumptions for using factor analysis techniques. Thus, KMO values > 0.700 and p-value < 0.001 from Bartlett's test of sphericity indicate that the data are appropriate for FIFA use. FIFA was calculated using the principal component extraction method, polychoric correlation matrix, and oblimin rotation. The factor loading (F) and commonality of the items ( h 2 ) values were analyzed. lyzed. Items with F < 0.300 or h 2 < 0.200 were excluded from the study. The value of the latent trait (θ j ) for each Instagram j and the discrimination parameters ( a i ) and difficulty of response alternative k ( b ik ) of each item i of the Instrument were also estimated using the gradual response model (Eq. 2 ). $$Pi, k\left(\theta j\right) = \frac{1}{1+{e}^{-{\text{a}}_{\text{i}}(\theta j- {\text{b}}_{\text{i},\text{k}})}} - \frac{1}{1+{e}^{-{\text{a}}_{\text{i}}(\theta j- {\text{b}}_{\text{i},\text{k}}+1)}}$$ 2 where \(Pi, k\left(\theta j\right)\) is the probability of Instagram business account j meeting a given response category k (or another higher than k ) for any item i ; o \({b}_{ik}\) is the difficulty parameter of answer category k of item i ; o \({\text{a}}_{\text{i}}\) is the discrimination parameter for item i ; and \(\theta j\) is the value of the latent variable (score) for each business account j . The response categories ( 𝑘 ) are represented by 𝑘 = 1 para for “Total absence of the attribute”, 𝑘 = 2 for “Partial absence of the attribute”, 𝑘 = 3 for “Partial presence of the attribute” and 𝑘 = 4 for “Presence total of the attribute”. To ensure quality of the Instrument, items with values of a i ϵ [0.700, 4.000] were maintained, as values outside this range indicate that the items present very low discrimination (Tezza et al, 2011) or very high discrimination (Masters, 1988); and b ik ϵ [-3.50,3.50], given that values outside this range indicate that the items present response alternatives with very low or very high difficulty. The a i and b ik parameters were linearly transformed from the Normal scale (0.1) to the Normal scale (50.10) avoiding negative values, making it more pedagogical (Menegon et al, 2017). Finally, each item i was anchored at a given anchor level Y of the scale (levels spaced ten units of θ j ) when its accumulated probability was greater than 50% (Silva et al, 2023). The information curve of the Instrument was analyzed to ensure the scale validity. This curve indicates the region of the scale with greater accuracy and the lowest measurement error (Barbosa et al, 2021). 3. Results Reliability between observers was excellent, with an agreement of 89% on average, as all items had a weighted Kappa value greater than 0.80. No observation was considered an outlier (all z-score values < 2.58). The data also did not show respondent bias (p-value < 0.05 for the t-test) when comparing the first 100 and last 100 Instagram accounts. The data also showed good internal consistency and reliability with values of α = 0.94 and ω = 0.95, respectively. The KMO value = 0.92, and the p-value of the Bartlett sphericity test = 2.2 x 10 − 16 , which makes it possible to use FIFA methods to analyze the data. 3.1 Descriptive statistics. Table 2 presents the information from the companies whose accounts were analyzed. The majority of accounts are from micro-enterprises (55.27%) with more than ten years of existence (43.13%), based in the Northeast region of Brazil (43.13%), and that sell their products/services directly to the end consumer (78.59%). The sample is diverse, with products/services offered to the financial sector, clothing, bookstores, food and beverages, bags and accessories, toys, jewelry, cosmetics, IT, footwear, drugstores, sporting goods, opticians, furniture stores, and graphics. Table 2 Sample composition according to the product sold by the companies. Characteristics of companies N % Company Door Microenterprises 173 55.27% Small Businesses 50 15.97% Individual microentrepreneur 2 0.64% Big companies 88 28.12% Time of existence (in years) Between 1 and 5 115 36.74% Between 5 and 10 63 20.13% Greater than 10 135 43.13% Business model B2B 67 21.41% B2C 246 78.59% Region of Brazil Northeast 135 43.13% Southeast 113 36.10% South 35 11.18% Midwest 21 6.71% North 9 2.88% Products/services Financial services 20 6.39% Clothing 20 6.39% Bookstore 20 6.39% Food and beverages 20 6.39% Cosmetics 20 6.39% IT 20 6.39% Footwear 20 6.39% Drugstore 20 6.39% Sporting goods 20 6.39% Opticians 20 6.39% Furniture stores 20 6.39% Graphics 20 6.39% Bags and accessories 20 6.39% Toys 20 6.39% Jewelry 20 6.39% Others 13 4.15% The degree of adherence of companies to the items is present in Fig. 1 . More than 50% of the accounts marked answer alternative 4 (total presence of the attribute) for 13 items (Q3, Q5, Q7, Q8, Q9, Q10, Q11, Q15, Q16, Q17, Q19, Q20 and Q22). Approximately 40% of companies adhered to answer alternative 1 (Total absence of the attribute) for Q1, Q4, and Q18. Regarding answer alternatives 2 (Partial absence of the attribute) and 3 (Partial presence of the attribute), items Q14 and Q4 were those that showed the highest percentage of adherence among companies (24.68% and 43.91%, respectively). Descriptive captions: Graphs in four colors represent the frequency of response alternatives. 3.2 Evaluating item quality To demonstrate the dimensionality of the data and observe the variance in the number of factors included in the items, we constructed a scree plot (Fig. 2 ). A single factor explained 61% of the variance in the data, suggesting a single factor for the model. Table 3 presents the results of the FIFA and IRT Graded Response Model. Due to the low value of h 2 , we excluded items Q7, Q8, and Q22. Some items presented a high discrimination value (Q6, Q12, Q13, Q14, Q19, and Q21), and we excluded them in a second analysis. Therefore, the final instrument had a total of 13 items. Such items presented appropriate parameters with F ϵ [0.571,0.902], h 2 ϵ [0.326,0.813], a i ϵ [1.182, 3.549] and b ik ϵ [-3.213, 1.101]. Descriptive captions: Graph that highlight an eigenvalue value far above the other eigenvalues. Table 3 – Factor loading values, commonality, discrimination, and item difficulty Model 1 Model 2 Model 3 Itens F h 2 F h 2 a i b i2 b i3 b i4 F h 2 a i b i2 b i3 b i4 Q1 0.956 0.914 0.915 0.838 3.870 -0.204 0.340 NA 0.850 0.722 2.743 -0.217 0.364 NA Q2 0.563 0.317 0.576 0.331 1.198 -0.829 -0.172 0.264 0.571 0.326 1.182 -0.840 -0.177 0.265 Q3 0.844 0.712 0.869 0.755 2.986 -3.397 -2.165 -1.832 0.902 0.813 3.549 -3.213 -2.084 -1.753 Q4 0.571 0.326 0.600 0.360 1.276 -0.466 1.565 NA 0.637 0.406 1.406 -0.448 1.466 NA Q5 0.815 0.664 0.826 0.683 2.496 -1.148 -0.576 -0.087 0.851 0.725 2.763 -1.114 -0.569 -0.101 Q6 0.963 0.927 0.963 0.927 6.004 -0.467 0.086 0.487 - - - - - - Q7 0.375 0.141 - - - - - - - - - - - - Q8 0.300 0.090 - - - - - - - - - - - - Q9 0.754 0.569 0.773 0.597 2.071 -3.278 -3.12 -2.871 0.793 0.628 2.212 -3.169 -3.020 -2.784 Q10 0.833 0.694 0.850 0.723 2.751 -2.114 -0.974 -0.277 0.890 0.792 3.325 -2.014 -0.934 -0.271 Q11 0.891 0.794 0.904 0.817 3.599 -2.365 -1.292 -0.690 0.874 0.765 3.067 -2.428 -1.347 -0.715 Q12 0.948 0.899 0.946 0.895 4.976 -0.540 0.047 0.530 - - - - - - Q13 0.895 0.802 0.925 0.856 4.158 -0.933 -0.212 0.086 - - - - - - Q14 0.975 0.951 0.975 0.951 7.435 -0.385 0.294 0.761 - - - - - - Q15 0.696 0.484 0.713 0.508 1.730 -2.458 -1.282 -0.581 0.729 0.532 1.815 -2.386 -1.246 -0.570 Q16 0.762 0.581 0.788 0.62 2.175 -2.498 -1.545 -1.278 0.815 0.664 2.391 -2.407 -1.493 -1.234 Q17 0.739 0.547 0.752 0.566 1.943 -2.347 -1.805 -1.441 0.774 0.599 2.078 -2.281 -1.760 -1.404 Q18 0.707 0.501 0.689 0.474 1.617 -0.197 0.651 1.137 0.711 0.506 1.723 -0.198 0.628 1.101 Q19 0.929 0.864 0.937 0.879 4.579 -1.013 -0.467 -0.145 - - - - - - Q20 0.804 0.647 0.839 0.703 2.621 -1.774 -0.912 -0.472 0.841 0.707 2.647 -1.759 -0.923 -0.486 Q21 0.974 0.948 0.974 0.948 7.247 -0.439 0.174 0.687 - - - - - - Q22 0.279 0.078 - - - - - - - - - - - - Note: Model 1 - Model with all 22 items; Model 2 - Model after excluding items Q7, Q8 and Q22 due to low commonality; and Model 3- Model after excluding items Q6, Q12, Q13, Q14, Q19 and Q21 due to high discrimination value. 3.3 Construction of the scale After the linear transformation of the IRT parameters from Normal (0.1) to Normal (50, 10), the anchoring process was carried out (Table 4 ). Thus, the response alternatives were anchored at six levels, generating response patterns. For the case in question, they indicated the level of adherence of Instagram accounts to the Instrument's items. In the case of a cumulative model, the items Q4 and Q18 require companies' quality digital marketing actions for complete adherence. In contrast, companies with less adequate digital marketing actions partially meet items Q9 and Q3. Table 4 – The scale of quality of digital marketing on Instagram business accounts Levels Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 θ j ≤ 29.99 30.00–39.99 40.00–49.99 50.00–59.99 60.00–69.99 ≥ 70 Items Very inappropriate Inadequate Partially inadequate Partially adequate Adequate Very adequate Q1 Q1 (Alt. 2) Q1 (Alt. 3 or Alt. 4) Q2 Q2 (Alt. 2 or Alt. 3) Q2 (Alt. 4) Q3 Q3 (Alt. 2) Q3 (Alt. 3) Q3 (Alt. 4) Q4 Q4 (Alt. 2) Q4 (Alt. 3 or Alt. 4) Q5 Q5 (Alt. 2) Q5 (Alt. 3 or Alt. 4) Q9 Q9 (Alt. 2 or Alt. 3) Q9 (Alt. 4) Q10 Q10 (Alt. 2) Q10 (Alt. 3 or Alt. 4) Q11 Q11 (Alt. 2) Q11 (Alt. 3) Q11 (Alt. 4) Q15 Q15 (Alt. 2) Q15 (Alt. 3) Q16 Q16 (Alt. 2) Q16 (Alt. 3 or Alt. 4) Q17 Q17 (Alt. 2) Q17 (Alt. 3 or Alt. 4) Q18 Q18 (Alt. 2) Q18 (Alt. 3) Q18 (Alt. 4) Q20 Q20 (Alt. 2) Q20 (Alt. 3 or Alt. 4) Note: Alt 2 – Partial absence of the attribute; Alt 3 – Partial presence of the attribute; Alt 4 – Total presence of the attribute; Alt 1 (Total absence of the attribute) was used as a reference. The information curve (Fig. 3 ) indicates that the items measure information with a lower degree of error in the interval between − 4 and 2. The instrument is well-suited for measuring the quality of digital marketing actions on Instagram business accounts, covering the latent trait. Therefore, the instrument is valid, as it collects information with low error across a wide range of the latent trait scale under analysis. Descriptive captions: Image with two curves of different colors, one decreasing associated with the standard error, and the other in the shape of a bell that represents the gain of information, with a peak value close to the θ equal to 2. From the generated scale (Table 4 ), it was possible to classify Instagram business accounts according to the quality of digital marketing actions (Table 5 ). Larger part accounts have the quality of marketing actions as Partially inappropriate (38.02%). Around 12.78% of companies have Inappropriate or Very inappropriate quality of digital marketing actions, and 17.89% of business accounts presented Adequate. None of the 313 accounts presented sufficient quality to be considered Very adequate. Table 5 – Final classification of evaluated Instagram business accounts Levels Classification n % 1 Very inappropriate 10 3.19% 2 Inadequate 30 9.58% 3 Partially inadequate 119 38.02% 4 Partially adequate 98 31.31% 5 Adequate 56 17.89% 6 Very adequate 0 0.00% 4. Discussion The demand for digital marketing techniques on Instagram is a reality in the current market. As a result, companies have recognized the importance of taking digital marketing seriously (Bernadez, 2005). The digital world has made it possible to overcome many geographic barriers (Costa, 2018). Still, there remains a lack of reliable metrics that can accurately gauge the success of digital marketing actions on Instagram business accounts. The definition of the construct 'quality of digital marketing actions on Instagram business accounts' was based on a systematic literature review. The theme proved a broad field, defined by studies that are difficult to associate with to form a measuring instrument. In this study, it was necessary to understand the concept and components related to digital marketing on Instagram accounts. This enabled the development of a set of 22 objective items to assess the intended construct. By applying the instrument to the sample (312 Instagram business accounts), it was possible to develop a model capable of measuring and guiding companies to improve their marketing actions and increase their quality and performance in the dynamic scenario of the indicated platform. In the end, 13 items met the rigorous statistical criteria. The proposed scale has six levels that classify the quality of digital marketing actions on Instagram business as very inadequate, inadequate, partially inadequate, partially adequate, adequate, and very adequate. The anchoring method determined the scale levels. All items on the scale showed the ability to collect information and discriminate business accounts. At level 1 of the scale, business accounts are very inadequate. Of the 13 items, only two (Q3 about the use of images and Q9 about the profile photo) presented partial absence attributes of the quality of digital marketing. In summary, at this level, the Instagram account demonstrates the partial absence of illustrative content use and the absence of a profile photo that fully represents your brand. Sutherland (2021) highlights that visual content is essential for capturing users’ attention. Therefore, accounts must distribute photos and illustrative content carefully. However, it is suggested that all components indicated in the Instrument begin to be worked on in their integrity for accounts at this scale level. At level 2, accounts are deemed inadequate due to poor digital marketing actions. At this level, the accounts show a partial absence of quality in digital marketing actions for items Q10, Q11, Q15, Q16, and Q17, and partial and total presence for items Q3 and Q9, respectively. From the items' content, the posts contain inappropriate language (Q11) and low-quality images (Q10). Brubaker and Wilson (2018) highlight that capturing users' attention is maximized when images and written content are of high quality, generating greater consumer engagement. At this level of the scale, the partial absence of interactions through videos (Q15) and stories (Q16 and Q17) is also noticeable, which, for example, are aspects that affect good performance and reduce the organization's competitive advantage. Riyanto et al (2023) found that videos, among other image-based advertisements, may irritate social media users. However, they can be effective if the viewer recognizes the content and comprehends the message. This study emphasizes the importance of posting quality content on business Instagram accounts. Agung and Darma (2019) note that higher levels of interactivity in stories can lead to increased followers and audience engagement. According to Cobarro et al (2021), over 500 million users view stories daily, of which 167 million are in commercial accounts. Hence, companies cannot underestimate the power of stories in reaching out to their existing and potential customers. Still, at this level of the scale, posts start to use images partially (Q3), with accounts having a profile photo that fully presents the brand (Q9). According to Cook (2020), images can communicate universally and reach a large audience, increasing user interaction. Also, it encourages the Instagram algorithm to display products to a broader audience. Therefore, commercial accounts need to improve on several aspects at level 2. Level 3 presents partially inadequate accounts. At this level, service is partial (Q11 and Q15) or total (Q4, Q16, Q17) of the digital marketing quality. Therefore, there is an improvement in level 2 of the scale for the attributes already mentioned. However, it noted that attributes such as Q5 (related to visual identity) and Q20 (product description in the post) are still missing, albeit to a lesser extent. As a result, the accounts now have some visual identity representing the brand, but they do not provide enough information on the products and services offered. Combining attractive photos and videos with detailed product descriptions on Instagram can tempt customers to make new purchases (Hardiyanto et al, 2020). Cook (2020) highlights that brand visual identity plays a relevant role in communicating brand image in today’s cluttered marketing environment. It is a strategic element that users attach great importance to, as it demonstrates the brand’s commitment to product quality and opinions on political and ethical topics. Additionally, it serves as an indicator of the brand’s customer base and its overall size. Therefore, brands positioned at this scale level still need to enhance their Instagram accounts. At level 4, Instagram accounts are classified as partially adequate. The accounts show a total presence of quality in digital marketing actions for items Q11 and partial or total presence for items Q5, Q10, and Q20. In addition, accounts have the same level of compliance with attributes at level 3 for items Q4, Q11, Q15, Q16, and Q17. However, attributes such as persuasive and relevant content (Q1), updating the Feed (Q4), and interaction with followers through likes and comments (Q18) are still partially absent. However, attributes such as persuasive and relevant content (Q1), updating the Feed (Q4), and interaction with followers through likes and comments (Q18) are still partially absent. Likewise, the utilization of brand-associated hashtags is still partial (Q2). Sahartian et al (2022) presented a posting routine on Instagram, which includes constantly updating the Feed, resulting in a significant increase in the reach of accounts, followers, and business volume. For Bakhshi et al. (2014), the power of Instagram is in interaction. In this way, the number of likes and comments on a post indicates the degree of interaction users have with a brand. For Aramendia-Muneta et al (2021), likes and comments arise from different movements and require different efforts of the accounts. For these authors, likes are motivated by content in pink tones with people, opinions, and habits. Meanwhile, comments occur on posts with cream, green, orange, or yellow tones that feature festivities, water, and animals. Therefore, it is crucial to create relevant content that can increase traffic and attract new customers (Cook, 2020). Hashtags allow users to search for posts related to specific topics (Kim, 2022). However, Celuch (2021) highlights that the number of hashtags in a post does not always increase user engagement and suggests that the number of letters should be as few as possible, ensuring more exclusivity for the hashtag. Koh et al (2023), reinforce that the focus of the accounts must be on the clarity and coherence of the publications, with the correct use of words and adequate structuring of the messages transmitted. In summary, at this level of the scale, the account has compliance with most items but still has the possibility of improving its performance in terms of quality on Instagram. The penultimate level of the scale (level 5) accounts is classified as adequate. At this level, aspects start to be fully met (Q4) or partially met (Q1 and Q18). Thus, concerning the previous level of the scale, there is an improvement in content in terms of persuasion and relevance (Q1), constant updating of the feed (Q4), and more interaction with followers through likes and comments (Q18). Doney et al (2020) observed that crowdsourced posts (encouraging user feedback) resulted in higher interaction, principally through likes. The quality of the content of the posts is also very relevant. Regarding the relevance of posts, Koh et al (2023) highlight that the organization must provide unambiguous, concise, and consistent messages in search of a greater degree of interactivity with users. Regarding updating the feed, Cook (2020) comments that it is difficult to find a brand that has a strong feed on Instagram that does not have a plan or calendar for posting content, something that is attractive to users and does not eliminate the spontaneity of the brand on the platform. In summary, at this level, brands effectively address nearly all items within the proposed research instrument. Similarly, constructing positive actions contributes to brand reinforcement and provides additional avenues for enhancing customer relationships and engaging consumers. The last level of the scale (level 6) requires accounts to meet all attributes present in the content of the items, which means that accounts at this level of the scale are classified as very adequate. The highlight is related to items Q4 (feed update) and Q18 (interaction with followers in the form of likes and comments), as they were the most difficult attributes for the accounts evaluated to meet. The IRT scales are cumulative (Silva et al, 2023; Barbosa et al, 2024). Therefore, to meet the attributes of items Q4 and Q18, the accounts tend to meet the other criteria described in the Instrument's items. At this level, company accounts have a greater chance of effectively engaging with customers or potential consumers, providing valuable content, and providing solutions that make sense and improve the consumer experience. This way, they can achieve more significant results on the Instagram platform. It is worth noting that none of the accounts analyzed presented the quality of digital marketing actions that fully met the Instrument's items. Authors such as Calais and Santos (2016) state that the lack of time or personnel to develop digital marketing activities represents an inhibitor and, consequently, affects the constancy of companies' presence on digital platforms. In this sense, there is an emerging need to develop the skills and main qualities necessary in the company's professionals to work with digital marketing, promoting extensive knowledge in strategic planning for an effective digital marketing plan. Alternatively, there is also the possibility of external assistance when appropriate (Victorino et al, 2020). Interacting with followers is challenging due to their diverse engagement methods with brands. To this end, implementing a customer relationship management system is essential to help managers understand customer needs and carry out retention efforts (Costa, 2019). As observed in the distribution of commercial accounts (Table 5 ), 50.80% of the profiles analyzed do not adapt or adjust their digital marketing strategies to a limited extent. In the same proportion, 49.20% of the sample demonstrates some degree of adequacy, prominently the lack of accounts that fully meet the requirements indicated for performance in line with the perspectives of the Instagram network. Therefore, this shows the persistent challenge of operating as a company within the digital landscape, engaging interactively, and consistently reinforcing the adoption of effective digital marketing strategies. Even the most mature companies have room for improvement in certain aspects of this dimension to obtain ways to seek effectiveness. The Digital Marketing Readiness (DMR) study carried out by McKinsey with the support of the Brazilian Association of Advertisers (ABA) (2019) portrays the above indication when it proposes that, despite the growth of the digital media market, 80% of the companies surveyed are still in initial stages of maturity in digital marketing, and that there is still resistance, on the part of some organizations, to the migration of traditional methods to digital means. The digital marketing industry in Brazil is of significant importance as it catalyzes organizational growth. Nevertheless, as highlighted by the DMR study, a notable disparity persists between the vast potential inherent in digital marketing and the current level of maturity in its adoption across companies within the country. In line with this reality, Calais and Santos (2016) highlight that despite the explicit advantage of using digital marketing, there are companies that still do not do so because of existing barriers or inhibitors that make its use difficult, such as the inability to produce advertising materials with the necessary quality to be published; lack of mastery and familiarity in using social media; the lack of time (or personnel) to deal with digital marketing activities; the difficulty of interpreting the data collected, of evaluating what the numbers obtained mean for the company; and personnel costs or possible payment of fees for publication. In this aspect, self-employed entrepreneurs and small and medium-sized Brazilian companies still leave something to be desired by offering less than they could, whether due to complacency, lack of technical knowledge, or because they are unable to overcome barriers or difficulties that arise in digital communication (Grison et al, 2019). Consequently, digital marketing necessitates meticulous management and strategic implementation, encompassing planning, organization, supervision, and control. These activities are essential for crafting adept plans tailored to the company’s target audience, available resources, and relevant domains. Strategic prioritization is essential to allocate resources effectively, aligning optimal alternatives for organic strategies while leveraging free platform tools to safeguard financial resources. Likewise, the business vision of organizations must see the challenges of digital marketing as opportunities for growth to extract the best results and prove the efficiency of digital strategies. With so many users, Instagram is a relevant channel for targeted campaigns. Thence, it is imperative to gain comprehensive insights into both the target audience and the company’s strategic objectives, taking advantage of the benefits of having a business profile and countless free tools and insights. The items indicated in this study make up a relevant set that must be applied in its entirety, helping to maintain existing customers, enable the acquisition of new customers, allow for cost reduction, and increase business visibility. Elements such as content marketing, a standard of quality and regularity for publications, interaction tactics, and different types of posts, as well as the other components indicated, are essential to promote a company on Instagram and to assist in its growth and engagement on the social network, allowing the organization to achieve the most satisfactory degree of adequacy in terms of digital marketing on the platform. 5. Final considerations This article sought to raise theoretical and practical questions about quality in commercial Instagram accounts related to digital marketing to build a scale using IRT. This research achieved its objectives by delimiting and analyzing the use of marketing components on the Instagram platform to classify companies from different segments in actions based on established requirements promoted on the social network. Thirteen items were selected on the rigorous statistical criteria after analysis. In addition, based on the IRT item parameters, was proposed a six-level scale with satisfactory psychometric properties. The results showed that most of the companies evaluated in the study are in the initial stages of maturity in digital marketing, with an inefficient or ineffective level of adaptation. Therefore, the business accounts analyzed still have room for improvement so that the actions have potential results. The lack of accounts that fully fit the suggested requirements for effective performance and are in tune with the perspectives of the Instagram platform reinforces the need for a proportion between the opportunity that digital marketing represents and the level of maturity of its application in business accounts. When marketing strategies are employed collaboratively, a significant disparity in performance emerges among companies. This discrepancy arises because items possessing discriminatory capacity propel business accounts toward a higher level of adequacy, serving as distinctive competitive factors for organizations. As theoretical solutions to the study area of business accounts on Instagram, this paper developed a metric capable of analyzing quality requirements through a one-dimensional model capable of evaluating each item and each commercial account on the same scale. From a practical point of view, the study made it possible to measure the quality of commercial accounts on Instagram, considering digital marketing requirements, thus allowing the diagnosis of companies' performance to identify opportunities for improvements in the application of marketing on the platform and the development of strategies, which lead to improvement of account projects. Therefore, through the response patterns shown in the six-level scale, it is possible to classify the commercial accounts of companies that are not necessarily part of the sample. However, this study does have limitations. Firstly, it is a simple cross-sectional observational research design, and the reliance on information collected only once restricts its scope and renders it vulnerable to fluctuations. The scale is also subject to disagreements in perception and perceived meaning, as concepts about digital marketing configure a broad and constantly growing field, allowing items and terms to have different meanings for different people. To assess the scale reliability and validity, researchers can conduct a test-and-retest analysis by administering the same measurement instrument to the accounts on two separate occasions. The elaboration of the items and identifying a single dimension was conducted by objectively evaluating the Instagram platform and using existing literature. No user tests or interviews were conducted to gather opinions and preferences. Therefore, there is an opportunity to apply the methodology presented in this paper in tests with users on the social network or apply questionnaires to identify their requirements or opinions to bring advances to the area and the activities performed on the platform. Another limitation of the study lies in its exclusive focus on business accounts. However, exist other account types with distinct objectives and features, albeit with a shared commercial interest. Notably, these include content creators and those associated with entertainment. In future studies, researchers can explore alternative approaches, enhance existing methodologies, and expand the set of items. These endeavors would facilitate the identification of additional dimensions or provide a more comprehensive explanation and qualification of the dimension already discovered. Declarations Competing Interests The authors declare that they have no conflict of interest. Funding The authors did not receive support from any organization for the submitted work. Ethical approval Not applicable. Author contributions All authors contributed to the study's conception and design. Material preparation, data collection, and analysis were performed by J.E.P. S. and J.M.N.S. The first draft of the manuscript was written by J.E.P. S. and all authors commented on previous versions of the manuscript. All authors read and approved the final manuscript. Data Availability Statements The datasets generated by the survey research during and/or analyzed during the current study are available in the Researchgate repository, https://doi.org/10.13140/RG.2.2.30484.92808 References Agung N, Darma G (2019) Opportunities and Challenges of Instagram Algorithm in Improving Competitive Advantage. Int J. Innov Res Sci Eng Technol 4(1): 743–747. Aramendia-Muneta M, Olarte-Pascual C, Ollo-López A (2021) Key Image Attributes to Elicit Likes and Comments on Instagram. J Promot Manag 27(1):50–76. https://doi.org/10.1080/10496491.2020.1809594 Asad I (2014) Instant profits with Instagram: build your brand, explode your business. Amazon Digital Services Inc., Florida. 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Novatec, São Paulo Victorino K, Sordi JD, Gonçalves MA, Rauber LH, Jahn NM (2020) Use of digital marketing: an analysis of companies in a technology park. J Entrep Small Bus Manag 9(4):672–694. https://doi.org/10.14211/regepe.v9i4.1748 Zimmerman S (2013) Instagram basics for your business. Amazon Digital Services. Additional Declarations No competing interests reported. Supplementary Files Data.xlsx Cite Share Download PDF Status: Posted Version 1 posted You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. 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Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-4253215","acceptedTermsAndConditions":true,"allowDirectSubmit":true,"archivedVersions":[],"articleType":"Research Article","associatedPublications":[],"authors":[{"id":290361749,"identity":"368bd17c-d9c3-4532-81ad-f5e7ce1d99d1","order_by":0,"name":"Joyce Edra Pereira Souza","email":"","orcid":"","institution":"Federal University of Alagoas","correspondingAuthor":false,"submittingAuthor":false,"prefix":"","firstName":"Joyce","middleName":"Edra Pereira","lastName":"Souza","suffix":""},{"id":290361750,"identity":"d8cf8575-0f7f-40db-925a-6f4cf3f8dab4","order_by":1,"name":"Jonhatan Magno Norte Silva","email":"data:image/png;base64,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","orcid":"","institution":"Federal University of Alagoas","correspondingAuthor":true,"submittingAuthor":false,"prefix":"","firstName":"Jonhatan","middleName":"Magno Norte","lastName":"Silva","suffix":""}],"badges":[],"createdAt":"2024-04-11 15:05:11","currentVersionCode":1,"declarations":"","doi":"10.21203/rs.3.rs-4253215/v1","doiUrl":"https://doi.org/10.21203/rs.3.rs-4253215/v1","draftVersion":[],"editorialEvents":[],"editorialNote":"","failedWorkflow":false,"files":[{"id":54857025,"identity":"2fe069d7-57b7-46e5-b139-4b67dd7fa671","added_by":"auto","created_at":"2024-04-17 18:18:17","extension":"png","order_by":1,"title":"Figure 1","display":"","copyAsset":false,"role":"figure","size":139685,"visible":true,"origin":"","legend":"\u003cp\u003eSummary of the adherence of business accounts to items\u003c/p\u003e\n\u003cp\u003eDescriptive captions: Graphs in four colors represent the frequency of response alternatives.\u003c/p\u003e","description":"","filename":"1.png","url":"https://assets-eu.researchsquare.com/files/rs-4253215/v1/55c19db47699c8bc3655709b.png"},{"id":54857334,"identity":"f3a2556d-2256-4234-8622-553c8511c425","added_by":"auto","created_at":"2024-04-17 18:26:17","extension":"png","order_by":2,"title":"Figure 2","display":"","copyAsset":false,"role":"figure","size":31577,"visible":true,"origin":"","legend":"\u003cp\u003eParallel analysis graph.\u003c/p\u003e\n\u003cp\u003eDescriptive captions: Graph that highlight an eigenvalue value far above the other eigenvalues.\u003c/p\u003e","description":"","filename":"2.png","url":"https://assets-eu.researchsquare.com/files/rs-4253215/v1/cbe551a922e53ac7634fe78d.png"},{"id":54857022,"identity":"7a235645-e01c-47e0-8621-7bce731f8577","added_by":"auto","created_at":"2024-04-17 18:18:17","extension":"png","order_by":3,"title":"Figure 3","display":"","copyAsset":false,"role":"figure","size":22121,"visible":true,"origin":"","legend":"\u003cp\u003eInstrument information curve.\u003c/p\u003e\n\u003cp\u003eDescriptive captions: Image with two curves of different colors, one decreasing associated with the standard error, and the other in the shape of a bell that represents the gain of information, with a peak value close to the θ equal to 2.\u003c/p\u003e","description":"","filename":"3.png","url":"https://assets-eu.researchsquare.com/files/rs-4253215/v1/55248f891dcc397201c64a21.png"},{"id":58570836,"identity":"7d1c4f48-bf0f-4f7d-b201-9140c98df9f1","added_by":"auto","created_at":"2024-06-18 11:05:37","extension":"pdf","order_by":0,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":1135244,"visible":true,"origin":"","legend":"","description":"","filename":"manuscript.pdf","url":"https://assets-eu.researchsquare.com/files/rs-4253215/v1/7611c480-a4d2-4552-ae6b-5f32160b5aa3.pdf"},{"id":54857024,"identity":"29a9a4fd-d72d-4462-be9b-fc0e627fa9e9","added_by":"auto","created_at":"2024-04-17 18:18:17","extension":"xlsx","order_by":1,"title":"","display":"","copyAsset":false,"role":"supplement","size":31150,"visible":true,"origin":"","legend":"","description":"","filename":"Data.xlsx","url":"https://assets-eu.researchsquare.com/files/rs-4253215/v1/2e34dddfc512c15aedd0c9e9.xlsx"}],"financialInterests":"No competing interests reported.","formattedTitle":"Item response theory-based validation of a quality of digital marketing actions on Instagram business accounts measurement instrument","fulltext":[{"header":"1. Introduction","content":"\u003cp\u003eThe importance of the internet and other communication technologies today is well known. Individuals and corporations have experienced the phenomenon of digitalization, which has been growing at a speed that would scare even the most optimistic scenarios. Thus, the digital environment has become a relevant channel for transmitting information, enabling and expanding companies' access to other market segments, resulting in a better offer and presentation of products and services for new and current customers.\u003c/p\u003e \u003cp\u003eCompanies need to position themselves and be present in the environments where their audience and potential customers are. The internet has transformed consumer behavior, as people increasingly use it for communication, relationships, entertainment, and consumption (Gabriel, 2010). As a result, having an online presence has become essential for businesses to survive.\u003c/p\u003e \u003cp\u003eThe existence of a digital ecosystem impacted marketing on social media and favored business sales and services, opening up great potential for corporate expansion. With this possibility, digital marketing appears to promote possible actions for companies in the digital environment. It also seeks to deepen its relationship with its consumers to meet market needs (Kartajaya et al., 2019). Digital marketing represents a comprehensive suite of advertising actions and publicity strategies crafted and executed within the digital environment. It also involves encouraging new habits, attitudes, and behavior of consumers, seeking interaction between the company and the customer (Torres, 2010). Thus, companies' strategies for marketing actions are increasingly focused on customers (Kaufman; Horton, 2015).\u003c/p\u003e \u003cp\u003eGiven this scenario, marketing on social networks has become a trend and one of the most relevant investments for companies. The objective is to secure a distinctive differentiator and sustainable competitive advantage in the current market landscape (Barros et al, 2011). Social networks are experiencing ongoing expansion both within Brazil and globally, so much so that most consumers seek interaction with companies through them. This fact configures an efficient strategy for companies to adapt and promote consumer satisfaction and loyalty (Torres, 2010). Therefore, failure to use the tools available on such digital platforms can lead to a loss of market space (Falda et al, 2016). While its appropriate use is a relevant component of companies' strategy by reducing geographic barriers, providing greater customer reach, and greater visibility of products/services (Costa, 2018).\u003c/p\u003e \u003cp\u003eSocial functions and processes are increasingly being structured within virtual spaces. As a result, Instagram is a consistent platform that has stood out in recent years as one of the main targets for companies. This environment allows the dissemination of company information and enables the use of valuable tools and solutions for brands. According to Corbisier (2016), Instagram has become an essential and differentiated marketing tool for disseminating information in a non-traditional form, being a commercially attractive network and providing more direct, simple, and quick contact between company and consumer.\u003c/p\u003e \u003cp\u003eWith more options and competitors in the market, many companies have been interested in promoting their brands, products, and services and interacting with their audience on social networks (Kaufman; Horton, 2015). In this scenario, Instagram, especially the Business version, stood out as a potential platform for organizations that want to become closer to their audience and convert their efforts into sales. Brandt and Madeira (2019) emphasize that with over 1\u0026nbsp;billion active user accounts and approximately 500\u0026nbsp;million daily interactions, Instagram serves as a significant platform for companies to showcase their products and services. Brazil, for example, has 200\u0026nbsp;million users, making it the second country with the most accounts on the network.\u003c/p\u003e \u003cp\u003eThe Instagram network offers several possibilities for expanding business. According to a 2022 Instagram survey, 90% of users engage with at least one business account, and 50% report heightened interest in brands that advertise on the platform (Instagram, 2022). However, organizations frequently exhibit a passive online presence when they fail to devise a strategic digital marketing plan and underutilize the network\u0026rsquo;s available tools, thereby overlooking the potential parameters for engagement and growth. In this sense, Corbisier (2016) underscores the importance of a company\u0026rsquo;s deep understanding of its audience, proficiency in diverse publishing tactics, comprehension of search engine mechanics, and familiarity with the prevailing rules of conduct and platform-specific features to effectively leverage Instagram\u0026rsquo;s capabilities. It is essential to integrate its functionalities with other social networks while maintaining robust control and monitoring over data and user interactions.\u003c/p\u003e \u003cp\u003eThus, several practices have emerged to optimize strategies on Instagram. However, companies must focus on efficient techniques to improve their digital marketing and achieve competitive advantage. Reliable and comprehensive quality measures are the key to effective quality management in people's interaction processes with technology (Fassnacht; Koese, 2006). In this context, measures to evaluate the quality of digital marketing methods in business Instagram accounts, that is, technical characteristics such as interactivity, usability, and information, considering the peculiarities of digital marketing, have become relevant.\u003c/p\u003e \u003cp\u003eIn this sense, we searched the literature for factors associated with the quality of digital marketing actions on Instagram business accounts. Through statistical methods such as Full-Information Item Factor Analysis and Item Response Theory (IRT), it is possible to establish parameters for building a metric capable of positioning items and business accounts on the same scale. The intention is to guide, through fundamental techniques and characteristics, how companies can help build the best strategies for their Instagram accounts, that is, to be used as an effective solution to position themselves in their market segments in a more appropriate way, taking into account the existing needs of the social network considered.\u003c/p\u003e \u003cp\u003eIn light of the above, this study endeavors to construct a comprehensive scale for assessing the quality of digital marketing actions employed by Instagram business accounts. Leveraging Item Response Theory (IRT) assumptions, we have developed a measurement tool that minimizes bias. By utilizing this scale, we can discern the factors associated with digital marketing that exhibit significant discriminatory power. Furthermore, this instrument enables us to identify the key attributes that drive an Instagram business account toward better alignment with the expectations of today\u0026rsquo;s discerning consumers.\u003c/p\u003e"},{"header":"2. Methods","content":"\u003cdiv id=\"Sec3\" class=\"Section2\"\u003e \u003ch2\u003e2.1 Instrument construction\u003c/h2\u003e \u003cp\u003eTo address the topic, we conducted a comprehensive search across reputable sources, including Science Direct, BDTD, Scopus, and Capes journals. Our analysis focused on keywords related to digital marketing, Instagram, social networks, interactivity, usability, and information presentation. Initially, we carefully reviewed the titles and summaries of the bibliographic materials we found. Subsequently, we extracted central concepts to inform the content construction in the second stage.\u003c/p\u003e \u003cp\u003eA total of 22 items were formulated and presented to the judgment of four experts in the field of digital marketing. One of the referees has a background in production engineering, being a university professor with a qualification in marketing knowledge. The other three individuals are specialized professionals with over five years of experience in the digital marketing and advertising industry. Based on the judges' evaluation, we have made crucial modifications to the formulation of the items. These include refining the semantics of the elements to establish a uniform response model and simplify statistical analyses. Also, we have made precise amendments to the description of certain items to enhance their clarity and removed non-essential sections. Table\u0026nbsp;\u003cspan refid=\"Tab1\" class=\"InternalRef\"\u003e1\u003c/span\u003e presents the 22 final items, with their direct bibliographic sources, used to prepare each item. We structured the questions to answer them using a four-level Likert scale (1 - Total absence of the attribute; 2 - Partial absence of the attribute; 3 - Partial presence of the attribute; 4 - Total presence of the attribute).\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab1\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 1\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eDescription of the formulated items and references.\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"3\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eItem\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eDescri\u0026ccedil;\u0026atilde;o do item\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eFontes\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ1- Does the account present persuasive and relevant content to the target audience?\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIt needs a \u0026ldquo;Publication\u0026rdquo; with four \u0026ldquo;Ps\u0026rdquo; (product, price, place, and promotion), with persuasive and interesting content to attract traffic and become visible to the target audience.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eBrandt and Madeira (2019); Cook (2020); Vasconcelos et al. (2020); Vaz (2011).\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ2- Is there the use of hashtags linked to the brand?\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eHashtags are a crucial tool for companies to connect with their customers, target specific groups of customers in relevant posts, and even attract the attention of potential new customers.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eBerg and Sterner (2015); Brandt and Madeira (2019); Cook (2020); Corbisier (2016); Tsur and Rappoport (2012).\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ3- Does it present posts based on the use of images?\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIncorporating illustrative content can enhance the creation of compelling scenarios, enabling companies to promote their products and services more effectively.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eDuarte (2016); Gong (2014); Sutherland (2021).\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ4- Is the account feed constantly updated?\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eOne post per day in the feed is enough to do marketing on Instagram. Not updating an account is not advisable. It is relevant to interact with followers.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eCook (2020); Duarte (2016); Sahartian et al (2022); Sebrae (2022).\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ5- Does it have a well-constructed visual identity that expresses the brand?\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eThe consumer must be able to identify and relate a font, sign, color, or even an idea with a company or product. We must construct the visual identity in a solid and aesthetically coherent manner.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eCook (2020); Oliveira (2021); Raslan (2014).\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ6- Is there an offer of experiences through content marketing?\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eDigital marketing cannot just focus on advertisements. We must avoid presenting the product in an invasive manner.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eBorquez and Madeira (2019); Kartajaya et al (2019); Kuehni and Schwarz (2008); Torres (2010b).\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ7- Does the account's bio contain a clear and concise summary that accurately reflects its ideals?\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eThe bio, or biography, is the crucial source of traffic generation. Therefore, it is vital to optimize your account with relevant keywords and a strategic link to attract potential customers interested in your products and services.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eCook (2020); Oliveira (2021); Sahartian et al (2022); Zimmerman (2013).\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ8- Does it have an IG (profile name) related to the brand, simple and easy to remember?\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eThe name used in the profile must be easy to remember and write, self-explanatory, if possible, as this means it is more likely to be searched.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eAsad (2014); Luca and Galeazzi (2019);\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ9- Is there an account avatar (profile photo) that effectively represents and identifies the company?\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eThe Instagram profile photo must represent the company's brand and is a relevant element that makes up the account's business card.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eCook (2020); Gon\u0026ccedil;alves (2020).\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ10- Does the account display creative images and unique, well-produced images?\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIt is relevant to work with creative images and images that are legible and easy to understand.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eCook (2020); Lima (2019); Sutherland (2021).\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ11- Offer texts directly and conversationally?\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eBeing concise and direct is essential for enhancing communication flow.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eLima (2019); Sp\u0026iacute;ndola (2021);\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ12- Does it offer texts that generate interactions?\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIt is crucial to pay attention to creating texts that generate interactions. This way, publications achieve greater reach and generate relationships with their users.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eLima (2019); Be et al (2022).\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ13- Does it present the benefits incorporated in the products/services available?\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eMarketing today must offer solutions to the market, not just physical goods and their features.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eKartajaya et al (2019); Miranda (2003).\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ14- Does it offer activities and resources that facilitate relationship marketing?\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eDeveloping activities that help members and create identification with the brand creates a positive force.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eBerne and Marzo (2020); Torres (2010b).\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ15- Does the account offer video-based posts?\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eVideo posts have the highest engagement rate among all types of posts. Video posts in the digital environment add value to an account.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eCook (2020); Duarte (2016); Hubspot and Mention (2022).\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ16- Does it show interaction with the use of Instagram Stories?\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eInteractions with followers play a significant role in reaching new accounts. The interactions make it easier to gain new followers and potential customers.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eAgung and Darma (2019); Cobarro et al (2021); Sebrae (2022).\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ17- Does it feature highlights with Stories that are worth saving?\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eInstagram Stories highlights help to capture important information and records and play a crucial role in attracting new followers.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eCook (2020); Sebrae (2022).\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ18- Does it present interaction with followers in the form of likes and comments?\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eInteracting with your followers is crucial for acquiring new accounts, as it simplifies the process of gaining both followers and potential customers.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eSilva and Cordeiro (2020); Trainini and Torres (2015).\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ19- Does it indirectly offer the promotion of products, services, or brands?\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eInstead of highlighting specific products or services, it's more efficacious to focus on thematic discussions that encourage customer and follower engagement. This approach ensures that your content is engaging and relatable, which fosters a stronger connection with your audience.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eKendall (1994); Sp\u0026iacute;ndola (2021).\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ20- Is there a description of the product/service in the posted content?\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIt is relevant to describe the product/service for a better understanding of the consumer.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eHardiyanto et al (2020); Silva and Cordeiro (2020).\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ21- Does it present a profile in a humanized way?\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eUsing Instagram in a humanized way presents the brand as close and accessible to the follower.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eMalhotra et al (2013); Cuevas-Molano et al (2021).\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ22- Is there a provision of means of contact so that the user can have ways to get in touch?\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eWhen trying to promote the company, all contacts must be visible (email, telephone, etc.).\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eNummila (2015); Sebrae (2022).\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec4\" class=\"Section2\"\u003e \u003ch2\u003e2.2 Sample and data collection\u003c/h2\u003e \u003cp\u003eInstagram business accounts with different degrees of service to the items were sought, ensuring some generalization of the results. The accounts analyzed present the most diverse types of products sold and design, layout, and aesthetics varieties. We sought to ensure diversity, encompassing accounts with primary interfaces to more elaborate accounts with the presence of resources. As an inclusion criterion, the account must have at least 100 followers.\u003c/p\u003e \u003cp\u003eData from Instagram (2022) indicates around 200\u0026nbsp;million Brazilian business accounts on the platform currently, thus configuring the total population for this study. We estimated a sample size (n) of 313 business accounts according to the procedure proposed by Hedayat and Sinha (1991) for a finite population (Eq.\u0026nbsp;\u003cspan refid=\"Equ1\" class=\"InternalRef\"\u003e1\u003c/span\u003e).\u003cdiv id=\"Equ1\" class=\"Equation\"\u003e\u003cdiv format=\"TEX\" class=\"mathdisplay\" id=\"FileID_Equ1\" name=\"EquationSource\"\u003e\n$$n= \\frac{N \\text{x} {Z}_{a}^{2} \\text{x} p \\text{x} q}{{d}^{2} \\text{x} \\left(N-1\\right)+ {Z}_{a}^{2} \\text{x} p \\text{x} q}$$\u003c/div\u003e\u003cdiv class=\"EquationNumber\"\u003e1\u003c/div\u003e\u003c/div\u003e\u003c/p\u003e \u003cp\u003ewhere N is the total population studied; \u003cspan class=\"InlineEquation\"\u003e\u003cspan class=\"mathinline\"\u003e\\({Z}_{a}^{2}\\)\u003c/span\u003e\u003c/span\u003e is the value of the normal distribution at a given confidence level (1,962 for a 95% confidence interval); p\u0026thinsp;=\u0026thinsp;expected frequency (when this is unknown, used a value of 50%, maximizing the sample size); q\u0026thinsp;=\u0026thinsp;1\u0026ndash;p; d\u0026thinsp;=\u0026thinsp;acceptable margin of error (d\u0026thinsp;=\u0026thinsp;5.55% for the 95% confidence interval and p\u0026thinsp;=\u0026thinsp;0.50). The composition of the sample is comprised accounts from companies from different segments of the economy, such as bookstores, furniture stores, bags or accessories stores, jewelry, and toys, among others. The URLs and IGs of the accounts that make up the sample can be viewed in Appendix A.\u003c/p\u003e \u003cp\u003eData was collected between June and August 2022 using Instagram's search engine. The 22 items generated had their responses obtained through manual collection, in which two applicators accessed the application and the business account and answered the items. The items were evaluated independently, ensuring appropriate treatment. The two applicators assessed each Instagram account simultaneously. They tabulated the data in an electronic spreadsheet for subsequent analysis in statistical software.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec5\" class=\"Section2\"\u003e \u003ch2\u003e2.4 Statistical analysis\u003c/h2\u003e \u003cp\u003eAll statistical procedures were carried out with the help of Software R (R Core Team 2022) and the packages psy, psych, MASS, mirt, vcd, and irr and their dependencies. Initially, the degree of agreement between the two evaluators was verified, and divergences between the evaluations were discussed and resolved by consensus on the same day. Before reaching a consensus, interobserver reliability was assessed using the weighted Kappa test (Kp) with the linear weighting criterion.\u003c/p\u003e \u003cp\u003eThe presence of outliers was verified using the z-score, in which observations with z values\u0026thinsp;\u0026gt;\u0026thinsp;2.58 must be excluded. The t-test was used to ensure the absence of non-respondent bias, in which data from the first 100 and last 100 accounts analyzed (early and late) were compared. A p-value\u0026thinsp;\u0026lt;\u0026thinsp;0.05 indicates the absence of non-respondent bias in the data. Cronbach's alpha (α) and McDonald's Omega (ω) tests were used to evaluate the collected data. Sijtsma (2009) suggests a minimum value of 0.70 for α and ω to infer internal consistency and reliability of the collected data, respectively, such that the value of ω\u0026thinsp;\u0026gt;\u0026thinsp;α.\u003c/p\u003e \u003cp\u003eThe number of Instrument dimensions was defined through the scree plot, being important information for choosing the number of factors to be extracted in the Full-Information Item Factor Analysis (FIFA). The Kaiser-Meyer-Olkin (KMO) and Bartlett sphericity tests were used to ensure compliance with the assumptions for using factor analysis techniques. Thus, KMO values\u0026thinsp;\u0026gt;\u0026thinsp;0.700 and p-value\u0026thinsp;\u0026lt;\u0026thinsp;0.001 from Bartlett's test of sphericity indicate that the data are appropriate for FIFA use.\u003c/p\u003e \u003cp\u003eFIFA was calculated using the principal component extraction method, polychoric correlation matrix, and oblimin rotation. The factor loading (F) and commonality of the items (\u003cem\u003eh\u003c/em\u003e\u003csup\u003e\u003cem\u003e2\u003c/em\u003e\u003c/sup\u003e) values were analyzed. lyzed. Items with F\u0026thinsp;\u0026lt;\u0026thinsp;0.300 or \u003cem\u003eh\u003c/em\u003e\u003csup\u003e\u003cem\u003e2\u003c/em\u003e\u003c/sup\u003e\u0026thinsp;\u0026lt;\u0026thinsp;0.200 were excluded from the study. The value of the latent trait (θ\u003csub\u003ej\u003c/sub\u003e) for each Instagram j and the discrimination parameters (\u003cem\u003ea\u003c/em\u003e\u003csub\u003e\u003cem\u003ei\u003c/em\u003e\u003c/sub\u003e) and difficulty of response alternative k (\u003cem\u003eb\u003c/em\u003e\u003csub\u003e\u003cem\u003eik\u003c/em\u003e\u003c/sub\u003e) of each item i of the Instrument were also estimated using the gradual response model (Eq.\u0026nbsp;\u003cspan refid=\"Equ2\" class=\"InternalRef\"\u003e2\u003c/span\u003e).\u003cdiv id=\"Equ2\" class=\"Equation\"\u003e\u003cdiv format=\"TEX\" class=\"mathdisplay\" id=\"FileID_Equ2\" name=\"EquationSource\"\u003e\n$$Pi, k\\left(\\theta j\\right) = \\frac{1}{1+{e}^{-{\\text{a}}_{\\text{i}}(\\theta j- {\\text{b}}_{\\text{i},\\text{k}})}} - \\frac{1}{1+{e}^{-{\\text{a}}_{\\text{i}}(\\theta j- {\\text{b}}_{\\text{i},\\text{k}}+1)}}$$\u003c/div\u003e\u003cdiv class=\"EquationNumber\"\u003e2\u003c/div\u003e\u003c/div\u003e\u003c/p\u003e \u003cp\u003ewhere \u003cspan class=\"InlineEquation\"\u003e\u003cspan class=\"mathinline\"\u003e\\(Pi, k\\left(\\theta j\\right)\\)\u003c/span\u003e\u003c/span\u003e is the probability of Instagram business account j meeting a given response category \u003cem\u003ek\u003c/em\u003e (or another higher than \u003cem\u003ek\u003c/em\u003e) for any item \u003cem\u003ei\u003c/em\u003e; o \u003cspan class=\"InlineEquation\"\u003e\u003cspan class=\"mathinline\"\u003e\\({b}_{ik}\\)\u003c/span\u003e\u003c/span\u003e is the difficulty parameter of answer category \u003cem\u003ek\u003c/em\u003e of item \u003cem\u003ei\u003c/em\u003e; o \u003cspan class=\"InlineEquation\"\u003e\u003cspan class=\"mathinline\"\u003e\\({\\text{a}}_{\\text{i}}\\)\u003c/span\u003e\u003c/span\u003e is the discrimination parameter for item \u003cem\u003ei\u003c/em\u003e; and \u003cspan class=\"InlineEquation\"\u003e\u003cspan class=\"mathinline\"\u003e\\(\\theta j\\)\u003c/span\u003e\u003c/span\u003e is the value of the latent variable (score) for each business account \u003cem\u003ej\u003c/em\u003e. The response categories (\u003cem\u003e\u0026#119896;\u003c/em\u003e) are represented by \u003cem\u003e\u0026#119896;\u003c/em\u003e = 1 para for \u0026ldquo;Total absence of the attribute\u0026rdquo;, \u003cem\u003e\u0026#119896;\u003c/em\u003e = 2 for \u0026ldquo;Partial absence of the attribute\u0026rdquo;, \u003cem\u003e\u0026#119896;\u003c/em\u003e = 3 for \u0026ldquo;Partial presence of the attribute\u0026rdquo; and \u003cem\u003e\u0026#119896;\u003c/em\u003e = 4 for \u0026ldquo;Presence total of the attribute\u0026rdquo;.\u003c/p\u003e \u003cp\u003eTo ensure quality of the Instrument, items with values of \u003cem\u003ea\u003c/em\u003e\u003csub\u003e\u003cem\u003ei\u003c/em\u003e\u003c/sub\u003e \u003cem\u003eϵ\u003c/em\u003e [0.700, 4.000] were maintained, as values outside this range indicate that the items present very low discrimination (Tezza et al, 2011) or very high discrimination (Masters, 1988); and \u003cem\u003eb\u003c/em\u003e\u003csub\u003e\u003cem\u003eik\u003c/em\u003e\u003c/sub\u003e ϵ [-3.50,3.50], given that values outside this range indicate that the items present response alternatives with very low or very high difficulty.\u003c/p\u003e \u003cp\u003eThe \u003cem\u003ea\u003c/em\u003e\u003csub\u003e\u003cem\u003ei\u003c/em\u003e\u003c/sub\u003e and \u003cem\u003eb\u003c/em\u003e\u003csub\u003e\u003cem\u003eik\u003c/em\u003e\u003c/sub\u003e parameters were linearly transformed from the Normal scale (0.1) to the Normal scale (50.10) avoiding negative values, making it more pedagogical (Menegon et al, 2017). Finally, each item \u003cem\u003ei\u003c/em\u003e was anchored at a given anchor level \u003cem\u003eY\u003c/em\u003e of the scale (levels spaced ten units of \u003cem\u003eθ\u003c/em\u003e\u003csub\u003e\u003cem\u003ej\u003c/em\u003e\u003c/sub\u003e) when its accumulated probability was greater than 50% (Silva et al, 2023).\u003c/p\u003e \u003cp\u003eThe information curve of the Instrument was analyzed to ensure the scale validity. This curve indicates the region of the scale with greater accuracy and the lowest measurement error (Barbosa et al, 2021).\u003c/p\u003e \u003c/div\u003e"},{"header":"3. Results","content":"\u003cp\u003eReliability between observers was excellent, with an agreement of 89% on average, as all items had a weighted Kappa value greater than 0.80. No observation was considered an outlier (all z-score values\u0026thinsp;\u0026lt;\u0026thinsp;2.58). The data also did not show respondent bias (p-value\u0026thinsp;\u0026lt;\u0026thinsp;0.05 for the t-test) when comparing the first 100 and last 100 Instagram accounts. The data also showed good internal consistency and reliability with values of α\u0026thinsp;=\u0026thinsp;0.94 and ω\u0026thinsp;=\u0026thinsp;0.95, respectively. The KMO value\u0026thinsp;=\u0026thinsp;0.92, and the p-value of the Bartlett sphericity test\u0026thinsp;=\u0026thinsp;2.2 x 10\u003csup\u003e\u0026minus;\u0026thinsp;16\u003c/sup\u003e, which makes it possible to use FIFA methods to analyze the data.\u003c/p\u003e \u003cdiv id=\"Sec7\" class=\"Section2\"\u003e \u003ch2\u003e3.1 Descriptive statistics.\u003c/h2\u003e \u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab2\" class=\"InternalRef\"\u003e2\u003c/span\u003e presents the information from the companies whose accounts were analyzed. The majority of accounts are from micro-enterprises (55.27%) with more than ten years of existence (43.13%), based in the Northeast region of Brazil (43.13%), and that sell their products/services directly to the end consumer (78.59%). The sample is diverse, with products/services offered to the financial sector, clothing, bookstores, food and beverages, bags and accessories, toys, jewelry, cosmetics, IT, footwear, drugstores, sporting goods, opticians, furniture stores, and graphics.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab2\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 2\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eSample composition according to the product sold by the companies.\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"3\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eCharacteristics of companies\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eN\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003e%\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eCompany Door\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMicroenterprises\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e173\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e55.27%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSmall Businesses\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e50\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e15.97%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eIndividual microentrepreneur\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.64%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eBig companies\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e88\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e28.12%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eTime of existence (in years)\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eBetween 1 and 5\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e115\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e36.74%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eBetween 5 and 10\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e63\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e20.13%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eGreater than 10\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e135\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e43.13%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eBusiness model\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eB2B\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e67\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e21.41%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eB2C\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e246\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e78.59%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eRegion of Brazil\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eNortheast\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e135\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e43.13%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSoutheast\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e113\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e36.10%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSouth\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e35\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e11.18%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMidwest\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e21\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e6.71%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eNorth\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e9\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e2.88%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eProducts/services\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eFinancial services\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e20\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e6.39%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eClothing\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e20\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e6.39%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eBookstore\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e20\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e6.39%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eFood and beverages\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e20\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e6.39%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eCosmetics\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e20\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e6.39%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eIT\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e20\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e6.39%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eFootwear\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e20\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e6.39%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eDrugstore\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e20\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e6.39%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSporting goods\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e20\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e6.39%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eOpticians\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e20\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e6.39%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eFurniture stores\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e20\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e6.39%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eGraphics\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e20\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e6.39%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eBags and accessories\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e20\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e6.39%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eToys\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e20\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e6.39%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eJewelry\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e20\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e6.39%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eOthers\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e13\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e4.15%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003eThe degree of adherence of companies to the items is present in Fig.\u0026nbsp;\u003cspan refid=\"Fig1\" class=\"InternalRef\"\u003e1\u003c/span\u003e. More than 50% of the accounts marked answer alternative 4 (total presence of the attribute) for 13 items (Q3, Q5, Q7, Q8, Q9, Q10, Q11, Q15, Q16, Q17, Q19, Q20 and Q22). Approximately 40% of companies adhered to answer alternative 1 (Total absence of the attribute) for Q1, Q4, and Q18. Regarding answer alternatives 2 (Partial absence of the attribute) and 3 (Partial presence of the attribute), items Q14 and Q4 were those that showed the highest percentage of adherence among companies (24.68% and 43.91%, respectively).\u003c/p\u003e \u003cp\u003e \u003c/p\u003e \u003cp\u003eDescriptive captions: Graphs in four colors represent the frequency of response alternatives.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec8\" class=\"Section2\"\u003e \u003ch2\u003e3.2 Evaluating item quality\u003c/h2\u003e \u003cp\u003eTo demonstrate the dimensionality of the data and observe the variance in the number of factors included in the items, we constructed a scree plot (Fig.\u0026nbsp;\u003cspan refid=\"Fig2\" class=\"InternalRef\"\u003e2\u003c/span\u003e). A single factor explained 61% of the variance in the data, suggesting a single factor for the model.\u003c/p\u003e \u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab3\" class=\"InternalRef\"\u003e3\u003c/span\u003e presents the results of the FIFA and IRT Graded Response Model. Due to the low value of h\u003csup\u003e2\u003c/sup\u003e, we excluded items Q7, Q8, and Q22. Some items presented a high discrimination value (Q6, Q12, Q13, Q14, Q19, and Q21), and we excluded them in a second analysis. Therefore, the final instrument had a total of 13 items. Such items presented appropriate parameters with F ϵ [0.571,0.902], h\u003csup\u003e2\u003c/sup\u003e ϵ [0.326,0.813], \u003cem\u003ea\u003c/em\u003e\u003csub\u003e\u003cem\u003ei\u003c/em\u003e\u003c/sub\u003e ϵ [1.182, 3.549] and \u003cem\u003eb\u003c/em\u003e\u003csub\u003e\u003cem\u003eik\u003c/em\u003e\u003c/sub\u003e ϵ [-3.213, 1.101].\u003c/p\u003e \u003cp\u003e \u003c/p\u003e \u003cp\u003eDescriptive captions: Graph that highlight an eigenvalue value far above the other eigenvalues.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab3\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 3\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003e\u0026ndash; Factor loading values, commonality, discrimination, and item difficulty\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"17\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c7\" colnum=\"7\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c8\" colnum=\"8\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c9\" colnum=\"9\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c10\" colnum=\"10\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c11\" colnum=\"11\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c12\" colnum=\"12\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c13\" colnum=\"13\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c14\" colnum=\"14\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c15\" colnum=\"15\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c16\" colnum=\"16\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c17\" colnum=\"17\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colspan=\"2\" nameend=\"c3\" namest=\"c2\"\u003e \u003cp\u003eModel 1\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colspan=\"6\" nameend=\"c10\" namest=\"c5\"\u003e \u003cp\u003eModel 2\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colspan=\"6\" nameend=\"c17\" namest=\"c12\"\u003e \u003cp\u003eModel 3\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eItens\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eF\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eh\u003csup\u003e2\u003c/sup\u003e\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eF\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003eh\u003csup\u003e2\u003c/sup\u003e\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c7\"\u003e \u003cp\u003e\u003cem\u003ea\u003c/em\u003e\u003csub\u003e\u003cem\u003ei\u003c/em\u003e\u003c/sub\u003e\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c8\"\u003e \u003cp\u003e\u003cem\u003eb\u003c/em\u003e\u003csub\u003e\u003cem\u003ei2\u003c/em\u003e\u003c/sub\u003e\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c9\"\u003e \u003cp\u003e\u003cem\u003eb\u003c/em\u003e\u003csub\u003e\u003cem\u003ei3\u003c/em\u003e\u003c/sub\u003e\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c10\"\u003e \u003cp\u003e\u003cem\u003eb\u003c/em\u003e\u003csub\u003e\u003cem\u003ei4\u003c/em\u003e\u003c/sub\u003e\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c12\"\u003e \u003cp\u003eF\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c13\"\u003e \u003cp\u003eh\u003csup\u003e2\u003c/sup\u003e\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c14\"\u003e \u003cp\u003e\u003cem\u003ea\u003c/em\u003e\u003csub\u003e\u003cem\u003ei\u003c/em\u003e\u003c/sub\u003e\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c15\"\u003e \u003cp\u003e\u003cem\u003eb\u003c/em\u003e\u003csub\u003e\u003cem\u003ei2\u003c/em\u003e\u003c/sub\u003e\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c16\"\u003e \u003cp\u003e\u003cem\u003eb\u003c/em\u003e\u003csub\u003e\u003cem\u003ei3\u003c/em\u003e\u003c/sub\u003e\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c17\"\u003e \u003cp\u003e\u003cem\u003eb\u003c/em\u003e\u003csub\u003e\u003cem\u003ei4\u003c/em\u003e\u003c/sub\u003e\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eQ1\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.956\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.914\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.915\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.838\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e3.870\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e-0.204\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e0.340\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003eNA\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e \u003cp\u003e0.850\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e \u003cp\u003e0.722\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e \u003cp\u003e2.743\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c15\"\u003e \u003cp\u003e-0.217\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c16\"\u003e \u003cp\u003e0.364\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c17\"\u003e \u003cp\u003eNA\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eQ2\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.563\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.317\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.576\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.331\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e1.198\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e-0.829\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e-0.172\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e0.264\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e \u003cp\u003e0.571\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e \u003cp\u003e0.326\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e \u003cp\u003e1.182\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c15\"\u003e \u003cp\u003e-0.840\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c16\"\u003e \u003cp\u003e-0.177\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c17\"\u003e \u003cp\u003e0.265\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eQ3\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.844\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.712\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.869\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.755\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e2.986\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e-3.397\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e-2.165\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e-1.832\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e \u003cp\u003e0.902\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e \u003cp\u003e0.813\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e \u003cp\u003e3.549\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c15\"\u003e \u003cp\u003e-3.213\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c16\"\u003e \u003cp\u003e-2.084\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c17\"\u003e \u003cp\u003e-1.753\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eQ4\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.571\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.326\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.600\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.360\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e1.276\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e-0.466\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e1.565\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003eNA\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e \u003cp\u003e0.637\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e \u003cp\u003e0.406\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e \u003cp\u003e1.406\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c15\"\u003e \u003cp\u003e-0.448\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c16\"\u003e \u003cp\u003e1.466\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c17\"\u003e \u003cp\u003eNA\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eQ5\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.815\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.664\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.826\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.683\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e2.496\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e-1.148\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e-0.576\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e-0.087\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e \u003cp\u003e0.851\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e \u003cp\u003e0.725\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e \u003cp\u003e2.763\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c15\"\u003e \u003cp\u003e-1.114\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c16\"\u003e \u003cp\u003e-0.569\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c17\"\u003e \u003cp\u003e-0.101\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eQ6\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.963\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.927\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.963\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.927\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e6.004\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e-0.467\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e0.086\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e0.487\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c15\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c16\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c17\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eQ7\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.375\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.141\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c15\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c16\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c17\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eQ8\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.300\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.090\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c15\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c16\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c17\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eQ9\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.754\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.569\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.773\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.597\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e2.071\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e-3.278\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e-3.12\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e-2.871\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e \u003cp\u003e0.793\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e \u003cp\u003e0.628\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e \u003cp\u003e2.212\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c15\"\u003e \u003cp\u003e-3.169\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c16\"\u003e \u003cp\u003e-3.020\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c17\"\u003e \u003cp\u003e-2.784\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eQ10\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.833\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.694\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.850\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.723\u003c/p\u003e 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\u003cp\u003e-0.271\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eQ11\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.891\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.794\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.904\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.817\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e3.599\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e-2.365\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e-1.292\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e-0.690\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e \u003cp\u003e0.874\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e \u003cp\u003e0.765\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e \u003cp\u003e3.067\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c15\"\u003e \u003cp\u003e-2.428\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c16\"\u003e \u003cp\u003e-1.347\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c17\"\u003e \u003cp\u003e-0.715\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eQ12\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.948\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.899\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.946\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.895\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e4.976\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e-0.540\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e0.047\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e0.530\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c15\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c16\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c17\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eQ13\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.895\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.802\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.925\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.856\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e4.158\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e-0.933\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e-0.212\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e0.086\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c15\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c16\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c17\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eQ14\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.975\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.951\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.975\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.951\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e7.435\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e-0.385\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e0.294\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e0.761\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c15\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c16\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c17\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eQ15\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.696\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.484\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.713\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.508\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e1.730\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e-2.458\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e-1.282\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e-0.581\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e \u003cp\u003e0.729\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e \u003cp\u003e0.532\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e \u003cp\u003e1.815\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c15\"\u003e \u003cp\u003e-2.386\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c16\"\u003e \u003cp\u003e-1.246\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c17\"\u003e \u003cp\u003e-0.570\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eQ16\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.762\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.581\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.788\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.62\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e2.175\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e-2.498\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e-1.545\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e-1.278\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e \u003cp\u003e0.815\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e \u003cp\u003e0.664\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e \u003cp\u003e2.391\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c15\"\u003e \u003cp\u003e-2.407\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c16\"\u003e \u003cp\u003e-1.493\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c17\"\u003e \u003cp\u003e-1.234\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eQ17\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.739\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.547\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.752\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.566\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e1.943\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e-2.347\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e-1.805\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e-1.441\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e \u003cp\u003e0.774\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e \u003cp\u003e0.599\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e \u003cp\u003e2.078\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c15\"\u003e \u003cp\u003e-2.281\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c16\"\u003e \u003cp\u003e-1.760\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c17\"\u003e \u003cp\u003e-1.404\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eQ18\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.707\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.501\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.689\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.474\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e1.617\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e-0.197\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e0.651\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e1.137\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e \u003cp\u003e0.711\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e \u003cp\u003e0.506\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e \u003cp\u003e1.723\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c15\"\u003e \u003cp\u003e-0.198\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c16\"\u003e \u003cp\u003e0.628\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c17\"\u003e \u003cp\u003e1.101\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eQ19\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.929\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.864\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.937\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.879\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e4.579\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e-1.013\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e-0.467\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e-0.145\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c15\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c16\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c17\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eQ20\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.804\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.647\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.839\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.703\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e2.621\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e-1.774\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e-0.912\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e-0.472\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e \u003cp\u003e0.841\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e \u003cp\u003e0.707\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e \u003cp\u003e2.647\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c15\"\u003e \u003cp\u003e-1.759\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c16\"\u003e \u003cp\u003e-0.923\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c17\"\u003e \u003cp\u003e-0.486\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eQ21\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.974\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.948\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.974\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.948\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e7.247\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e-0.439\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e0.174\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e0.687\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c15\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c16\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c17\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eQ22\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.279\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.078\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c15\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c16\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c17\"\u003e \u003cp\u003e-\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003ctfoot\u003e \u003ctr\u003e\u003ctd colspan=\"17\"\u003eNote: Model 1 - Model with all 22 items; Model 2 - Model after excluding items Q7, Q8 and Q22 due to low commonality; and Model 3- Model after excluding items Q6, Q12, Q13, Q14, Q19 and Q21 due to high discrimination value.\u003c/td\u003e\u003c/tr\u003e \u003c/tfoot\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec9\" class=\"Section2\"\u003e \u003ch2\u003e3.3 Construction of the scale\u003c/h2\u003e \u003cp\u003eAfter the linear transformation of the IRT parameters from Normal (0.1) to Normal (50, 10), the anchoring process was carried out (Table\u0026nbsp;\u003cspan refid=\"Tab4\" class=\"InternalRef\"\u003e4\u003c/span\u003e). Thus, the response alternatives were anchored at six levels, generating response patterns. For the case in question, they indicated the level of adherence of Instagram accounts to the Instrument's items. In the case of a cumulative model, the items Q4 and Q18 require companies' quality digital marketing actions for complete adherence. In contrast, companies with less adequate digital marketing actions partially meet items Q9 and Q3.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab4\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 4\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003e\u0026ndash; The scale of quality of digital marketing on Instagram business accounts\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"7\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c7\" colnum=\"7\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eLevels\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eLevel 1\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eLevel 2\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eLevel 3\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eLevel 4\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003eLevel 5\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c7\"\u003e \u003cp\u003eLevel 6\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eθ\u003csub\u003ej\u003c/sub\u003e\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003e\u0026le;\u0026thinsp;29.99\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003e30.00\u0026ndash;39.99\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003e40.00\u0026ndash;49.99\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003e50.00\u0026ndash;59.99\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003e60.00\u0026ndash;69.99\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c7\"\u003e \u003cp\u003e\u0026ge;\u0026thinsp;70\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eItems\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eVery inappropriate\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eInadequate\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003ePartially inadequate\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003ePartially\u003c/p\u003e \u003cp\u003eadequate\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003eAdequate\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c7\"\u003e \u003cp\u003eVery\u003c/p\u003e \u003cp\u003eadequate\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eQ1 (Alt. 2)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eQ1 (Alt. 3 or Alt. 4)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eQ2 (Alt. 2 or Alt. 3)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eQ2 (Alt. 4)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eQ3 (Alt. 2)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eQ3 (Alt. 3)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eQ3 (Alt. 4)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eQ4 (Alt. 2)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eQ4 (Alt. 3 or Alt. 4)\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ5\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eQ5 (Alt. 2)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eQ5 (Alt. 3 or Alt. 4)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ9\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eQ9 (Alt. 2 or Alt. 3)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eQ9 (Alt. 4)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ10\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eQ10 (Alt. 2)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eQ10 (Alt. 3 or Alt. 4)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ11\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eQ11 (Alt. 2)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eQ11 (Alt. 3)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eQ11 (Alt. 4)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ15\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eQ15 (Alt. 2)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eQ15 (Alt. 3)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ16\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eQ16 (Alt. 2)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eQ16 (Alt. 3 or Alt. 4)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ17\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eQ17 (Alt. 2)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eQ17 (Alt. 3 or Alt. 4)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ18\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eQ18 (Alt. 2)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eQ18 (Alt. 3)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eQ18 (Alt. 4)\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQ20\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eQ20 (Alt. 2)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eQ20 (Alt. 3 or Alt. 4)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003ctfoot\u003e \u003ctr\u003e\u003ctd colspan=\"7\"\u003eNote: Alt 2 \u0026ndash; Partial absence of the attribute; Alt 3 \u0026ndash; Partial presence of the attribute; Alt 4 \u0026ndash; Total presence of the attribute; Alt 1 (Total absence of the attribute) was used as a reference.\u003c/td\u003e\u003c/tr\u003e \u003c/tfoot\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003eThe information curve (Fig.\u0026nbsp;\u003cspan refid=\"Fig3\" class=\"InternalRef\"\u003e3\u003c/span\u003e) indicates that the items measure information with a lower degree of error in the interval between \u0026minus;\u0026thinsp;4 and 2. The instrument is well-suited for measuring the quality of digital marketing actions on Instagram business accounts, covering the latent trait. Therefore, the instrument is valid, as it collects information with low error across a wide range of the latent trait scale under analysis.\u003c/p\u003e \u003cp\u003e \u003c/p\u003e \u003cp\u003eDescriptive captions: Image with two curves of different colors, one decreasing associated with the standard error, and the other in the shape of a bell that represents the gain of information, with a peak value close to the θ equal to 2.\u003c/p\u003e \u003cp\u003eFrom the generated scale (Table\u0026nbsp;\u003cspan refid=\"Tab4\" class=\"InternalRef\"\u003e4\u003c/span\u003e), it was possible to classify Instagram business accounts according to the quality of digital marketing actions (Table\u0026nbsp;\u003cspan refid=\"Tab5\" class=\"InternalRef\"\u003e5\u003c/span\u003e). Larger part accounts have the quality of marketing actions as Partially inappropriate (38.02%). Around 12.78% of companies have Inappropriate or Very inappropriate quality of digital marketing actions, and 17.89% of business accounts presented Adequate. None of the 313 accounts presented sufficient quality to be considered Very adequate.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab5\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 5\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003e\u0026ndash; Final classification of evaluated Instagram business accounts\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"4\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eLevels\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eClassification\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003en\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003e%\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eVery inappropriate\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e10\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e3.19%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eInadequate\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e30\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e9.58%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePartially inadequate\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e119\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e38.02%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePartially adequate\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e98\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e31.31%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e5\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eAdequate\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e56\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e17.89%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e6\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eVery adequate\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.00%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003c/div\u003e"},{"header":"4. Discussion","content":"\u003cp\u003eThe demand for digital marketing techniques on Instagram is a reality in the current market. As a result, companies have recognized the importance of taking digital marketing seriously (Bernadez, 2005). The digital world has made it possible to overcome many geographic barriers (Costa, 2018). Still, there remains a lack of reliable metrics that can accurately gauge the success of digital marketing actions on Instagram business accounts.\u003c/p\u003e \u003cp\u003eThe definition of the construct 'quality of digital marketing actions on Instagram business accounts' was based on a systematic literature review. The theme proved a broad field, defined by studies that are difficult to associate with to form a measuring instrument. In this study, it was necessary to understand the concept and components related to digital marketing on Instagram accounts. This enabled the development of a set of 22 objective items to assess the intended construct. By applying the instrument to the sample (312 Instagram business accounts), it was possible to develop a model capable of measuring and guiding companies to improve their marketing actions and increase their quality and performance in the dynamic scenario of the indicated platform. In the end, 13 items met the rigorous statistical criteria.\u003c/p\u003e \u003cp\u003eThe proposed scale has six levels that classify the quality of digital marketing actions on Instagram business as very inadequate, inadequate, partially inadequate, partially adequate, adequate, and very adequate. The anchoring method determined the scale levels. All items on the scale showed the ability to collect information and discriminate business accounts.\u003c/p\u003e \u003cp\u003eAt level 1 of the scale, business accounts are very inadequate. Of the 13 items, only two (Q3 about the use of images and Q9 about the profile photo) presented partial absence attributes of the quality of digital marketing. In summary, at this level, the Instagram account demonstrates the partial absence of illustrative content use and the absence of a profile photo that fully represents your brand. Sutherland (2021) highlights that visual content is essential for capturing users\u0026rsquo; attention. Therefore, accounts must distribute photos and illustrative content carefully. However, it is suggested that all components indicated in the Instrument begin to be worked on in their integrity for accounts at this scale level.\u003c/p\u003e \u003cp\u003eAt level 2, accounts are deemed inadequate due to poor digital marketing actions. At this level, the accounts show a partial absence of quality in digital marketing actions for items Q10, Q11, Q15, Q16, and Q17, and partial and total presence for items Q3 and Q9, respectively. From the items' content, the posts contain inappropriate language (Q11) and low-quality images (Q10). Brubaker and Wilson (2018) highlight that capturing users' attention is maximized when images and written content are of high quality, generating greater consumer engagement. At this level of the scale, the partial absence of interactions through videos (Q15) and stories (Q16 and Q17) is also noticeable, which, for example, are aspects that affect good performance and reduce the organization's competitive advantage. Riyanto et al (2023) found that videos, among other image-based advertisements, may irritate social media users. However, they can be effective if the viewer recognizes the content and comprehends the message. This study emphasizes the importance of posting quality content on business Instagram accounts. Agung and Darma (2019) note that higher levels of interactivity in stories can lead to increased followers and audience engagement. According to Cobarro et al (2021), over 500\u0026nbsp;million users view stories daily, of which 167\u0026nbsp;million are in commercial accounts. Hence, companies cannot underestimate the power of stories in reaching out to their existing and potential customers. Still, at this level of the scale, posts start to use images partially (Q3), with accounts having a profile photo that fully presents the brand (Q9). According to Cook (2020), images can communicate universally and reach a large audience, increasing user interaction. Also, it encourages the Instagram algorithm to display products to a broader audience. Therefore, commercial accounts need to improve on several aspects at level 2.\u003c/p\u003e \u003cp\u003eLevel 3 presents partially inadequate accounts. At this level, service is partial (Q11 and Q15) or total (Q4, Q16, Q17) of the digital marketing quality. Therefore, there is an improvement in level 2 of the scale for the attributes already mentioned. However, it noted that attributes such as Q5 (related to visual identity) and Q20 (product description in the post) are still missing, albeit to a lesser extent. As a result, the accounts now have some visual identity representing the brand, but they do not provide enough information on the products and services offered. Combining attractive photos and videos with detailed product descriptions on Instagram can tempt customers to make new purchases (Hardiyanto et al, 2020). Cook (2020) highlights that brand visual identity plays a relevant role in communicating brand image in today\u0026rsquo;s cluttered marketing environment. It is a strategic element that users attach great importance to, as it demonstrates the brand\u0026rsquo;s commitment to product quality and opinions on political and ethical topics. Additionally, it serves as an indicator of the brand\u0026rsquo;s customer base and its overall size. Therefore, brands positioned at this scale level still need to enhance their Instagram accounts.\u003c/p\u003e \u003cp\u003eAt level 4, Instagram accounts are classified as partially adequate. The accounts show a total presence of quality in digital marketing actions for items Q11 and partial or total presence for items Q5, Q10, and Q20. In addition, accounts have the same level of compliance with attributes at level 3 for items Q4, Q11, Q15, Q16, and Q17. However, attributes such as persuasive and relevant content (Q1), updating the Feed (Q4), and interaction with followers through likes and comments (Q18) are still partially absent. However, attributes such as persuasive and relevant content (Q1), updating the Feed (Q4), and interaction with followers through likes and comments (Q18) are still partially absent. Likewise, the utilization of brand-associated hashtags is still partial (Q2). Sahartian et al (2022) presented a posting routine on Instagram, which includes constantly updating the Feed, resulting in a significant increase in the reach of accounts, followers, and business volume. For Bakhshi et al. (2014), the power of Instagram is in interaction. In this way, the number of likes and comments on a post indicates the degree of interaction users have with a brand. For Aramendia-Muneta et al (2021), likes and comments arise from different movements and require different efforts of the accounts. For these authors, likes are motivated by content in pink tones with people, opinions, and habits. Meanwhile, comments occur on posts with cream, green, orange, or yellow tones that feature festivities, water, and animals. Therefore, it is crucial to create relevant content that can increase traffic and attract new customers (Cook, 2020). Hashtags allow users to search for posts related to specific topics (Kim, 2022). However, Celuch (2021) highlights that the number of hashtags in a post does not always increase user engagement and suggests that the number of letters should be as few as possible, ensuring more exclusivity for the hashtag. Koh et al (2023), reinforce that the focus of the accounts must be on the clarity and coherence of the publications, with the correct use of words and adequate structuring of the messages transmitted. In summary, at this level of the scale, the account has compliance with most items but still has the possibility of improving its performance in terms of quality on Instagram.\u003c/p\u003e \u003cp\u003eThe penultimate level of the scale (level 5) accounts is classified as adequate. At this level, aspects start to be fully met (Q4) or partially met (Q1 and Q18). Thus, concerning the previous level of the scale, there is an improvement in content in terms of persuasion and relevance (Q1), constant updating of the feed (Q4), and more interaction with followers through likes and comments (Q18). Doney et al (2020) observed that crowdsourced posts (encouraging user feedback) resulted in higher interaction, principally through likes. The quality of the content of the posts is also very relevant. Regarding the relevance of posts, Koh et al (2023) highlight that the organization must provide unambiguous, concise, and consistent messages in search of a greater degree of interactivity with users. Regarding updating the feed, Cook (2020) comments that it is difficult to find a brand that has a strong feed on Instagram that does not have a plan or calendar for posting content, something that is attractive to users and does not eliminate the spontaneity of the brand on the platform. In summary, at this level, brands effectively address nearly all items within the proposed research instrument. Similarly, constructing positive actions contributes to brand reinforcement and provides additional avenues for enhancing customer relationships and engaging consumers.\u003c/p\u003e \u003cp\u003eThe last level of the scale (level 6) requires accounts to meet all attributes present in the content of the items, which means that accounts at this level of the scale are classified as very adequate. The highlight is related to items Q4 (feed update) and Q18 (interaction with followers in the form of likes and comments), as they were the most difficult attributes for the accounts evaluated to meet. The IRT scales are cumulative (Silva et al, 2023; Barbosa et al, 2024). Therefore, to meet the attributes of items Q4 and Q18, the accounts tend to meet the other criteria described in the Instrument's items. At this level, company accounts have a greater chance of effectively engaging with customers or potential consumers, providing valuable content, and providing solutions that make sense and improve the consumer experience. This way, they can achieve more significant results on the Instagram platform. It is worth noting that none of the accounts analyzed presented the quality of digital marketing actions that fully met the Instrument's items.\u003c/p\u003e \u003cp\u003eAuthors such as Calais and Santos (2016) state that the lack of time or personnel to develop digital marketing activities represents an inhibitor and, consequently, affects the constancy of companies' presence on digital platforms. In this sense, there is an emerging need to develop the skills and main qualities necessary in the company's professionals to work with digital marketing, promoting extensive knowledge in strategic planning for an effective digital marketing plan. Alternatively, there is also the possibility of external assistance when appropriate (Victorino et al, 2020). Interacting with followers is challenging due to their diverse engagement methods with brands. To this end, implementing a customer relationship management system is essential to help managers understand customer needs and carry out retention efforts (Costa, 2019).\u003c/p\u003e \u003cp\u003eAs observed in the distribution of commercial accounts (Table\u0026nbsp;\u003cspan refid=\"Tab5\" class=\"InternalRef\"\u003e5\u003c/span\u003e), 50.80% of the profiles analyzed do not adapt or adjust their digital marketing strategies to a limited extent. In the same proportion, 49.20% of the sample demonstrates some degree of adequacy, prominently the lack of accounts that fully meet the requirements indicated for performance in line with the perspectives of the Instagram network. Therefore, this shows the persistent challenge of operating as a company within the digital landscape, engaging interactively, and consistently reinforcing the adoption of effective digital marketing strategies. Even the most mature companies have room for improvement in certain aspects of this dimension to obtain ways to seek effectiveness.\u003c/p\u003e \u003cp\u003eThe Digital Marketing Readiness (DMR) study carried out by McKinsey with the support of the Brazilian Association of Advertisers (ABA) (2019) portrays the above indication when it proposes that, despite the growth of the digital media market, 80% of the companies surveyed are still in initial stages of maturity in digital marketing, and that there is still resistance, on the part of some organizations, to the migration of traditional methods to digital means. The digital marketing industry in Brazil is of significant importance as it catalyzes organizational growth. Nevertheless, as highlighted by the DMR study, a notable disparity persists between the vast potential inherent in digital marketing and the current level of maturity in its adoption across companies within the country.\u003c/p\u003e \u003cp\u003eIn line with this reality, Calais and Santos (2016) highlight that despite the explicit advantage of using digital marketing, there are companies that still do not do so because of existing barriers or inhibitors that make its use difficult, such as the inability to produce advertising materials with the necessary quality to be published; lack of mastery and familiarity in using social media; the lack of time (or personnel) to deal with digital marketing activities; the difficulty of interpreting the data collected, of evaluating what the numbers obtained mean for the company; and personnel costs or possible payment of fees for publication.\u003c/p\u003e \u003cp\u003eIn this aspect, self-employed entrepreneurs and small and medium-sized Brazilian companies still leave something to be desired by offering less than they could, whether due to complacency, lack of technical knowledge, or because they are unable to overcome barriers or difficulties that arise in digital communication (Grison et al, 2019). Consequently, digital marketing necessitates meticulous management and strategic implementation, encompassing planning, organization, supervision, and control. These activities are essential for crafting adept plans tailored to the company\u0026rsquo;s target audience, available resources, and relevant domains. Strategic prioritization is essential to allocate resources effectively, aligning optimal alternatives for organic strategies while leveraging free platform tools to safeguard financial resources. Likewise, the business vision of organizations must see the challenges of digital marketing as opportunities for growth to extract the best results and prove the efficiency of digital strategies.\u003c/p\u003e \u003cp\u003eWith so many users, Instagram is a relevant channel for targeted campaigns. Thence, it is imperative to gain comprehensive insights into both the target audience and the company\u0026rsquo;s strategic objectives, taking advantage of the benefits of having a business profile and countless free tools and insights. The items indicated in this study make up a relevant set that must be applied in its entirety, helping to maintain existing customers, enable the acquisition of new customers, allow for cost reduction, and increase business visibility. Elements such as content marketing, a standard of quality and regularity for publications, interaction tactics, and different types of posts, as well as the other components indicated, are essential to promote a company on Instagram and to assist in its growth and engagement on the social network, allowing the organization to achieve the most satisfactory degree of adequacy in terms of digital marketing on the platform.\u003c/p\u003e"},{"header":"5. Final considerations","content":"\u003cp\u003eThis article sought to raise theoretical and practical questions about quality in commercial Instagram accounts related to digital marketing to build a scale using IRT. This research achieved its objectives by delimiting and analyzing the use of marketing components on the Instagram platform to classify companies from different segments in actions based on established requirements promoted on the social network. Thirteen items were selected on the rigorous statistical criteria after analysis. In addition, based on the IRT item parameters, was proposed a six-level scale with satisfactory psychometric properties.\u003c/p\u003e \u003cp\u003eThe results showed that most of the companies evaluated in the study are in the initial stages of maturity in digital marketing, with an inefficient or ineffective level of adaptation. Therefore, the business accounts analyzed still have room for improvement so that the actions have potential results. The lack of accounts that fully fit the suggested requirements for effective performance and are in tune with the perspectives of the Instagram platform reinforces the need for a proportion between the opportunity that digital marketing represents and the level of maturity of its application in business accounts. When marketing strategies are employed collaboratively, a significant disparity in performance emerges among companies. This discrepancy arises because items possessing discriminatory capacity propel business accounts toward a higher level of adequacy, serving as distinctive competitive factors for organizations.\u003c/p\u003e \u003cp\u003eAs theoretical solutions to the study area of business accounts on Instagram, this paper developed a metric capable of analyzing quality requirements through a one-dimensional model capable of evaluating each item and each commercial account on the same scale. From a practical point of view, the study made it possible to measure the quality of commercial accounts on Instagram, considering digital marketing requirements, thus allowing the diagnosis of companies' performance to identify opportunities for improvements in the application of marketing on the platform and the development of strategies, which lead to improvement of account projects. Therefore, through the response patterns shown in the six-level scale, it is possible to classify the commercial accounts of companies that are not necessarily part of the sample.\u003c/p\u003e \u003cp\u003eHowever, this study does have limitations. Firstly, it is a simple cross-sectional observational research design, and the reliance on information collected only once restricts its scope and renders it vulnerable to fluctuations. The scale is also subject to disagreements in perception and perceived meaning, as concepts about digital marketing configure a broad and constantly growing field, allowing items and terms to have different meanings for different people. To assess the scale reliability and validity, researchers can conduct a test-and-retest analysis by administering the same measurement instrument to the accounts on two separate occasions.\u003c/p\u003e \u003cp\u003eThe elaboration of the items and identifying a single dimension was conducted by objectively evaluating the Instagram platform and using existing literature. No user tests or interviews were conducted to gather opinions and preferences. Therefore, there is an opportunity to apply the methodology presented in this paper in tests with users on the social network or apply questionnaires to identify their requirements or opinions to bring advances to the area and the activities performed on the platform.\u003c/p\u003e \u003cp\u003eAnother limitation of the study lies in its exclusive focus on business accounts. However, exist other account types with distinct objectives and features, albeit with a shared commercial interest. Notably, these include content creators and those associated with entertainment. In future studies, researchers can explore alternative approaches, enhance existing methodologies, and expand the set of items. These endeavors would facilitate the identification of additional dimensions or provide a more comprehensive explanation and qualification of the dimension already discovered.\u003c/p\u003e"},{"header":"Declarations","content":"\u003cp\u003e\u003cstrong\u003eCompeting Interests\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe authors declare that they have no conflict of interest.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFunding\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe authors did not receive support from any organization for the submitted work.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eEthical approval\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eNot applicable.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eAuthor contributions\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eAll authors contributed to the study\u0026apos;s conception and design. Material preparation, data collection, and analysis were performed by J.E.P. S. and J.M.N.S. The first draft of the manuscript was written by J.E.P. S. and all authors commented on previous versions of the manuscript. All authors read and approved the final manuscript.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eData Availability Statements\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe datasets generated by the survey research during and/or analyzed during the current study are available in the Researchgate repository, https://doi.org/10.13140/RG.2.2.30484.92808\u003c/p\u003e"},{"header":"References","content":"\u003col\u003e\u003cli\u003e\u003cspan\u003eAgung N, Darma G (2019) Opportunities and Challenges of Instagram Algorithm in Improving Competitive Advantage. Int J. Innov Res Sci Eng Technol 4(1): 743\u0026ndash;747.\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eAramendia-Muneta M, Olarte-Pascual C, Ollo-L\u0026oacute;pez A (2021) Key Image Attributes to Elicit Likes and Comments on Instagram. 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Amazon Digital Services.\u003c/span\u003e\u003c/li\u003e\u003c/ol\u003e"}],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":true,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":false,"hideJournal":true,"highlight":"","institution":"","isAcceptedByJournal":false,"isAuthorSuppliedPdf":false,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":false,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true},"keywords":"Scale, Social media, Commercial accounts, Advertising in digital environments","lastPublishedDoi":"10.21203/rs.3.rs-4253215/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-4253215/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003eDigital 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.\u003c/p\u003e","manuscriptTitle":"Item response theory-based validation of a quality of digital marketing actions on Instagram business accounts measurement instrument","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2024-04-17 18:18:12","doi":"10.21203/rs.3.rs-4253215/v1","editorialEvents":[{"type":"communityComments","content":0}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true}}],"origin":"","ownerIdentity":"0d903588-5eba-4745-9746-3c62b15f4ed8","owner":[],"postedDate":"April 17th, 2024","published":true,"recentEditorialEvents":[],"rejectedJournal":[],"revision":"","amendment":"","status":"posted","subjectAreas":[],"tags":[],"updatedAt":"2024-06-18T10:57:29+00:00","versionOfRecord":[],"versionCreatedAt":"2024-04-17 18:18:12","video":"","vorDoi":"","vorDoiUrl":"","workflowStages":[]},"version":"v1","identity":"rs-4253215","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-4253215","identity":"rs-4253215","version":["v1"]},"buildId":"cBFmMYwuxLRRLfASyISRj","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}