Consumer Behavior of Influencer Marketing

Part 1 Consent Form

1. 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.

Part 2 Screening Questions

2. Have you watched product recommendation content from social media influencers in the past 6 months?
3. Do you regularly use social media platforms for influencer product recommendations (e.g. Instagram, TikTok, Xiaohongshu)?

Part 3 Scenario Instruction (Randomly divide into two groups)

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

4. Please randomly select one of the following two groups to complete the questionnaire
5.

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.

6.

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.

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

7.

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

8.

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

9.

I trust the real experience shared by this influencer.

10.

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

11.

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

12.

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

Part 5 Demographic & Platform Usage

13. Age group
14. Gender
15. Daily time spent on social platforms for influencer content (Instagram/TikTok/Xiaohongshu etc.)

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

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