Consumer Behavior of Influencer Marketing

Part 1 Consent Form

This questionnaire is for MSc International Strategic Marketing dissertation research. All data are anonymous and only used for academic analysis. You can quit at any time without penalty. By continuing, you confirm you are over 18 years old and agree to participate.

I agree to take part

I do not agree to take part (You will exit the survey directly)

Part 2 Screening Questions

Have you watched product recommendation content from social media influencers in the past 6 months?

Yes

No (You will exit the survey directly)

Do you regularly use social media platforms for influencer product recommendations (e.g. Instagram, TikTok, Xiaohongshu)?

Yes

No (You will exit the survey directly)

Part 3 Scenario Instruction (Randomly divide into two groups)

Two Groups are provided below. Please randomly select one of them to continue the survey

Please randomly select one of the following two groups to complete the questionnaire

Group A

Group B

Please read the following scenario carefully and answer the subsequent questions.

Group A

Imagine browsing social media and seeing a sponsored product review from a small everyday creator. They have a modest follower base (under 100k followers), mainly share real daily life and genuine personal experience with this product. Please respond according to this scenario.

Next Question

Please read the following scenario carefully and answer the subsequent questions.

Group B

Imagine browsing social media and seeing a sponsored product review from a well-known popular creator. They have a large follower base (100k-1 million followers), mainly share real daily life and genuine personal experience with this product. Please respond according to this scenario.

Next Question

Part 4 Core Measurement Items (7-point Likert Scale 1 = Totally disagree, 7 = Totally agree)

I believe this influencer has professional knowledge of the recommended product.

Totally Disagree

Totally Agree

I think this influencer’s recommendation is honest and reliable.

Totally Disagree

Totally Agree

I trust the real experience shared by this influencer.

Totally Disagree

Totally Agree

10.

This recommendation increases my willingness to know more about the product.

Totally Disagree

Totally Agree

11.

I am likely to consider buying this product in the future.

Totally Disagree

Totally Agree

12.

This influencer’s recommendation improves my purchase preference for the product.

Totally Disagree

Totally Agree

Part 5 Demographic & Platform Usage

13.

Age group

18-24

25-34

35-44

45+

14.

Gender

Female

Male

Prefer not to say

15.

Daily time spent on social platforms for influencer content (Instagram/TikTok/Xiaohongshu etc.)

Under 30 mins

30 mins-1 hour

1-2 hours

Over 2 hours

Thank you very much for completing this questionnaire! Your answers are very valuable to my dissertation research.