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The scale measures how much a person believes that a writer has revealed personal feelings, thoughts, or other information in a tweet, post, article, etc. Two versions of the scale are described, one with four questions and another with just two.

Using three questions and a seven-point response format, the scale measures the degree to which a person believes that a writer has expressed controversial and/or impulsively written information in a tweet, post, article, etc.

Five, seven-point Likert-type items are used in this scale to measure how much a person believes he/she would be communicating self-identity to others if posts about products were made at a particular social media site.

The belief that someone put more thought and time into writing a review than the average reviewer is measured with six items.  The object of the review is not stated in the sentences but can be put in the instructions if not obvious from other aspects of the experiment or questionnaire.

This scale uses six items to measure how involved a person is with a website such that it connects one to a community and is part of daily life.  The scale appears to be most relevant for use with social media websites.

How much an individual likes a certain person and is committed to a relationship with him/her is measured with eight, seven-point Likert-type items.  Because of the phrasing of one item, the scale appears to be most relevant when the two people had the opportunity to “friend” each other on a particular social media website. 

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.