Reach and Engagement as Predictors of Instagram Influence Scores: Implications for Digital Public Relations
DOI:
https://doi.org/10.51325/x07q7811Abstract
This study investigates the relationship between audience reach and consolidated audience engagement with the Influence Scores of top influencers on Instagram, and explores the implications of these relationships for data-informed influencer evaluation for digital PR. A quantitative, cross-sectional design was applied to secondary data from 200 profiles contained in the Top Instagram Influencers Data (Cleaned) dataset. As the three measures were highly intercorrelated, the Average Likes, 60-Day Engagement Rate, and New Post Average Likes were standardized and averaged to create an Engagement Index. A multiple linear regression was then utilized to predict the Influence Score provided by the dataset from follower count and the Engagement Index. There was moderate correlation between follower count and Influence Score (r = .368); and strong intercorrelation among the engagement indicators (r = .845–.869). In the regression model, follower count significantly predicted Influence Score (B = 4.602 × 10⁻⁸, t = 5.670, p < .001), whereas the Engagement Index was not statistically significant (B = −0.689, t = −1.078, p = .283). The overall model was significant, F(2,197) = 16.074, p < .001, explaining 14.0% of the variance. Findings suggest that audience reach is correlated with the Influence Score from the data provider, and that consolidated engagement does not add a significant predictive value. These findings should be interpreted as evidence relevant to influencer screening rather than as direct evidence of public-relations effectiveness.
References
Borchers, N. S., & Enke, N. (2021). Managing strategic influencer communication: A systematic overview on emerging planning, organization, and controlling routines. Public Relations Review, 47(3), Article 102041. https://doi.org/10.1016/j.pubrev.2021.102041 DOI: https://doi.org/10.1016/j.pubrev.2021.102041
Buckley, O., Ashman, R., & Haenlein, M. (2025). Leveraging livestreaming to enrich influencer marketing. California Management Review, 67(2), 111–140. https://doi.org/10.1177/00081256241300730 DOI: https://doi.org/10.1177/00081256241300730
Chidiac, D., & Bowden, J. (2023). When media matters: The role of media richness and naturalness on purchase intentions within influencer marketing. Journal of Strategic Marketing, 31(6), 1178–1198. https://doi.org/10.1080/0965254X.2022.2062037 DOI: https://doi.org/10.1080/0965254X.2022.2062037
Davies, C., & Hobbs, M. (2020). Irresistible possibilities: Examining the uses and consequences of social media influencers for contemporary public relations. Public Relations Review, 46(5), Article 101983. https://doi.org/10.1016/j.pubrev.2020.101983 DOI: https://doi.org/10.1016/j.pubrev.2020.101983
Davlembayeva, D., Chari, S., & Papagiannidis, S. (2025). Virtual influencers in consumer behaviour: A social influence theory perspective. British Journal of Management, 36(1), 202–222. https://doi.org/10.1111/1467-8551.12839 DOI: https://doi.org/10.1111/1467-8551.12839
De Veirman, M., Hudders, L., & Nelson, M. R. (2019). What is influencer marketing and how does it target children? A review and direction for future research. Frontiers in Psychology, 10, Article 2685. https://doi.org/10.3389/fpsyg.2019.02685 DOI: https://doi.org/10.3389/fpsyg.2019.02685
Dhanesh, G. S., & Duthler, G. (2019). Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement. Public Relations Review, 45(3), Article 101765. https://doi.org/10.1016/j.pubrev.2019.03.002 DOI: https://doi.org/10.1016/j.pubrev.2019.03.002
Faisal, R. (2025). Ethical AI integration in education: Policies, challenges, and strategies for bridging digital divides in emerging economies. Crossroads of Social Inquiry, 1(2), 1–18. https://doi.org/10.64851/csi.v1i2.28 DOI: https://doi.org/10.64851/csi.v1i2.28
Gammarano, I. D. J. L. P., Dholakia, N., Arruda Filho, E. J. M., & Dholakia, R. R. (2025). Beyond influence: Unraveling the complex tapestry of digital influencer dynamics in hyperconnected cultures. European Journal of Marketing, 59(1), 21–58. https://doi.org/10.1108/EJM-07-2023-0552 DOI: https://doi.org/10.1108/EJM-07-2023-0552
Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the new era of influencer marketing: How to be successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5–25. https://doi.org/10.1177/0008125620958166 DOI: https://doi.org/10.1177/0008125620958166
Jha, S. (2022). Top Instagram influencers data (cleaned) [Data set]. Kaggle. https://www.kaggle.com/datasets/surajjha101/top-instagram-influencers-data-cleaned
Melnychuk, H. A., Arasli, H., & Nevzat, R. (2024). How to engage and attract virtual influencers’ followers: A new non-human approach in the age of influencer marketing. Marketing Intelligence & Planning, 42(3), 393–417. https://doi.org/10.1108/MIP-06-2023-0251 DOI: https://doi.org/10.1108/MIP-06-2023-0251
Reinikainen, H., Munnukka, J., Maity, D., & Luoma-Aho, V. (2020). ‘You really are a great big sister’—Parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of Marketing Management, 36(3–4), 279–298. https://doi.org/10.1080/0267257X.2019.1708781 DOI: https://doi.org/10.1080/0267257X.2019.1708781
Tong, S. C., & Chan, F. F. Y. (2023). Revisiting public relations function in the digital era: A study on public relations and marketing practitioners in Hong Kong. Asia Pacific Journal of Marketing and Logistics, 35(8), 1883–1899. https://doi.org/10.1108/APJML-02-2022-0150 DOI: https://doi.org/10.1108/APJML-02-2022-0150
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617–644. https://doi.org/10.1111/ijcs.12647 DOI: https://doi.org/10.1111/ijcs.12647
Wolf, K., & Archer, C. (2018). Public relations at the crossroads: The need to reclaim core public relations competencies in digital communication. Journal of Communication Management, 22(4), 494–509. https://doi.org/10.1108/JCOM-08-2018-0080 DOI: https://doi.org/10.1108/JCOM-08-2018-0080
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Rafif Faisal, Ibrahim Alsuwaider, Saeed Aleissaee, Salem Albreiki (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
