The data that explains it all, there is a method to the madness...Trust us...
We studied various demographics in this research project by dispersing surveys and conducting interviews across our collective friend groups, as well as potentially conducting interviews with people who are considered “Instagram media Influencers”. Because we wish to find correlations between Instagram Influencers and their audiences, we believe that the more people we reach as a group, the more accurate our data will be. We can categorize the survey participants by their age group, gender, employment, level of social media engagement, and more. The purpose of the survey is to see any significant correlations. The survey has a mix of qualitative as well as quantitative questions such demographic questions as well as questions which the respondent was free to write their answer such as “What is an Influencer?” The interviews however will be used to gather more in-depth analysis between Influencer and follower dynamic, and see how Influencers might be different from traditional celebrity/advertising. The interviews have similar questions to our survey but our group members were encouraged to ask further questions making these interviews semi structured. We will also utilize various articles and journals to help source and support our findings as well as to see how our findings contribute to the broader debate.
Survey Questions:
We are a group of students from Anthropology 128C (Digital Cultures) at the University of California, Irvine. This survey is going to help us understand the attitude of people between the age of 20-30, on promoted/endorsed products by Instagram influencers. Your responses will anonymous and confidential. Participation is completely voluntary and appreciated. Feel free to leave out any questions not relevant to you.
Thank you very much!
How old are you?
With what gender do you identify?
What was your employment status before April?
Which of these best describes your household income?
Do you currently use Instagram?
How often are you on Instagram?
How much time do you spend on Instagram a day?
Do you follow any Influencers on Instagram?
What kind of Influencers are they?
Do Influencers you follow on Instagram promote any products through their posts/stories?
If yes, what is your immediate response to seeing promoted products on Instagram?
Have you ever bought the product promoted/endorsed?
If yes, what kind of products?
How much do you spend per promoted product bought?
What aspects of Influencers appeal to you?
How do you feel about Influencers promoting/endorsing products?
Have you noticed how these Influencers influenced your day to day life? If yes, how?
Have you followed Influencers outside of Instagram? If so, where?
Will you be willing to let us interview you about this topic? If yes, leave your email and we will reach out to you.
Survey Results - Graphical