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With three, nine-point items, the scale measures how much time and thought a person believes another person put into writing a product review.

The scale uses eight, five-point items to measure a person’s reasons for using the Internet which have to do with boredom, relaxation, and communicating with others.

With three, seven-point items, the scale measures the importance a person places on having friendly interactions with other participants of an online discussion thread.

Within a particular social network, the degree of concern a person has about following others and the riskiness of doing so is measured with six, seven-point items.

Three, seven-point items are used to measure how much a person is concerned about posting something in a social medium because of what others will think and whether the posting will affect his/her acceptance.

Four, five-point Likert-type items are used to measure the integration of social media usage into a person’s lifestyle, particularly as it pertains to following companies and brands.

The scale has four, five-point items that measure how much a person uses social media by tweeting, posting comments, and following others’ posts.

Three, five-point Likert-type items are used to measure a person’s interpretation of a complaint made in a social medium as being more amusing than it was expressing a serious concern.

With three, five-point Likert-type items, the scale measures the degree to which a person interprets a complaint made in a social medium as expressing dissatisfaction because of a problem that has occurred.

Eight, seven-point Likert-type items are used to measure a person’s desire to establish a relationship and communicate with a particular person on Twitter.  The scale may make most sense to use when the specified person is a celebrity.