Development and validation of a digital conformity scale: What should be the measurement criteria with social media exposure?

Purpose This study aims to develop and validate a Digital Conformity Scale (DCS) to understand individuals' conformity to digital norms, addressing the erosion of individuality influenced by pervasive social media exposure. The research explores conformity factors through a meta-analysis and scale development grounded in Social Influence Theory and Banerjee's Herding Behavior Theory. Design/methodology/approach A meta-analysis was conducted to explore the determinants of conformity in various contexts. After that, data were collected from three diverse groups: 282, 468 and 100, respectively. An exploratory factor analysis (EFA) was performed on a preliminary scale with 50 items. This was followed by a confirmatory factor analysis (CFA) for validation. Finally, the last study assessed digital conformity alongside related constructs for convergent and discriminant validity. Findings The scale demonstrated good consistency, with EFA indicating four distinct factors. The CFA supported a four-factor model with 25 items, fitting well within the data. Research limitations/implications Self-report measures may introduce biases and social desirability effects, limiting generalizability. Additionally, the scale's length may burden respondents. Practical implications The DCS is a valuable tool for understanding digital conformity, promoting well-being and contributing positively to societal welfare. Social implications Insights from this research can inform guidelines and regulations to encourage responsible digital interaction, contributing to a healthier digital society. Originality/value The digital era requires rethinking traditional social influence principles, incorporating modern phenomena like trend adoption (TA) and fear of missing out (FoMo). The DCS integrates these characteristics into Social Influence Theory, guiding and navigating the digital landscape and fostering genuine online relationships.