國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
celebrity endorsers and/or social media influencers. Future studies recreating this study should expand to a wider range of millennial and Generation Z, generation born between 1996-2010 following millennials, to achieve a set of more credible and versatile findings. Furthermore, while designing the questionnaires, despite author selected advertisements with easily recognizable and well-known celebrities and social media influencers. However, it cannot be confirmed or directly deduct that the respondents of those answering the questionnaires can tell the differences between two type of endorsers.
7
Conclusion
Whether a brand choose to leverage an influencer or a celebrity for its marketing campaign, it is vital that the brand find a way to market the product or service authentically while staying true to the brands’ vision and goal and resonate with the right consumers. In short, traditional celebrity endorsements use the natural fame of the celebrity to raise people’s awareness and spark interests about a brand or a product.
When the fame of these celebrities is attached as a quality or feature of a product or service, people who idolize these celebrities and want to associate with them will have an increased purchase intent to purchase the product. On the other end, influencer marketing leans more toward in creating buzz around a brand or product through the power of word-of-mouth and their intimate relationship with their followers. There is no point in denying that traditional celebrity endorsements have their benefits. Yet, as people are losing trust in advertisements, sometimes even blocking online ads on their browsers. It is a wise and must take into consideration marketing tool for brand to take a more personalized and trustworthy approach to reach their targeted audiences. To conclude, upon selecting the best fit marketing method, the brand should also evaluate thoroughly regarding the desired perceived product qualities by the consumer including example qualities listed in this study.
‧
國立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
APPENDIX
1 Survey Questionnaires
7.1.1.1 Part One: Common Questions (1) Please select the best fit age range.
£ 18 – 22 years old
£ 22 – 25 years old
£ 25 – 30 years old
£ >30 years old
(2) Please select the best fit occupation.
£ College student
£ Graduate school student
£ Graduate school and a full-time employee
(3) Please select the best fit income/earning range.
£ < NT$ 20,000
£ NT$ 20,001 – 30,000
£ NT$ 30,001 – 40,000
£ NT$ 40,001 – 50,000
£ NT$ 50,000 and above
(4) Do you follow/subscribe to any social influencers or KOL (key opinion leaders)?
£ Yes (please proceed to Question 5 & 6)
£ No (please proceed to Question 7)
(5) What is the frequency you check for updates from those social influencers or KOL (key opinion leaders)?
£ Quite a few times per day
£ Once per day
£ Once every 2~3 days
£ Once every 4~5 days
£ Once per week
‧
國立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
(6) Why do you follow/subscribe to these social media influencers or KOL (key opinion leaders)? (Multiple selections are accepted)
£ As hobby and to kill time
£ To understand the most up-to-date trend and hot topics
£ To search for unboxing article or video of products I’m interested in
£ To gain more knowledge
£ Others: _______________ (please specify)
(7) Why are you not subscribed to any social media influencers or KOL?
£ I do not have this habit/hobby
£ I’m not familiar with social media influences
£ I feel like it is very time consuming
£ I’m not a fan of sponsored post
£ Others: _______________ (please specify)
(8) What do you think are the positive influences caused by the emerging trend of social media influencers and KOL?
£ As a new hobby to kill time
£ It creates new trend and generate new topics
£ It helps brand deliver their messages to consumers
£ It allows consumers and audiences to acquire knowledge and information easier (in terms of method and/or time).
£ I do not think there is any positive influence.
£ Others: _______________ (please specify)
(9) What do you think are the negative influences caused by the emerging trend of social media influencers and KOL?
£ It may cause audiences to blindly follow these influencers and KOL.
£ It may cause these influencers and KOL to exaggerate the benefits of products in sponsored posts.
£ It may cause confusions as each influencer/KOL may be promoting several products from various brands at once.
£ I do not think there is any negative influence.
‧
國立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
(10) Have you purchased any products recommended by a social media influencer and/or key opinion leader?
£ No, I have not. (Please proceed to Question 16)
£ Clothes
£ Cosmetics/Make-Up
£ 3C Electronics
£ Houseware Electronics
£ Daily essentials/commodities
£ Food products
£ Others: _______________ (please specify)
(11) How much do you usually spend of purchasing products recommended by social media influencers/KOL?
£ < NT$ 500
£ NT$ 501 – 1,000
£ NT$ 1,001 – 2,000
£ NT$ 2,001 – 3,000
£ NT$ 3,000 and above
(12) Do you wear makeup?
£ Yes
£ No
(13) How often do you wear makeup?
£ Once per month
£ Once per week
£ Several times per week
£ Everyday
(14) Does it increase your desire to purchase a cosmetic product when you see social media influencers/KOL publish a post/video about it?
£ Yes (Please proceed to Question 15)
£ No (Please proceed to Question 16)
‧
國立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
(15) What are the reasons behind this purchase decision? (Multiple selections are accepted)
£ I’m a fan of this social media influencer/KOL.
£ I believe the product recommended by this social media influencer/KOL will be a good purchase with good quality.
£ The recommended product just happened to be from my favorite cosmetic brand.
£ The sponsored post triggered my desire to try out the product.
£ Others: _______________ (please specify)
(16) Why did you choose not to purchase the product? (Multiple selections are accepted)
£ I’m not interested in the product. / I do not have a demand for this product.
£ I do not find it credible as it is a sponsored post.
£ I prefer to conduct my own research when it comes to selecting and purchasing products.
£ Others: _______________ (please specify)
7.1.1.2 Part Two: Questions with Celebrity Ads Only
(17) Please take a close look at the following ad and select the best fit price range for the promoted product in the ad.
£ < NT$ 1,000
£ NT$ 1,001 – 1,500
£ NT$ 1,501 – 2,000
£ NT$ 2,001 – 3,000
£ NT$ 3,000 and above
‧
國立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
(18) Please take a close look at the following ad and select the best fit price range for the promoted product in the ad.
£ < NT$ 1,000
£ NT$ 1,001 – 1,500
£ NT$ 1,501 – 2,000
£ NT$ 2,001 – 3,000
£ NT$ 3,000 and above
(19) Please take a close look at the following ad and select the best fit price range for the promoted product in the ad.
£ < NT$ 1,000
£ NT$ 1,001 – 1,500
£ NT$ 1,501 – 2,000
£ NT$ 2,001 – 3,000
£ NT$ 3,000 and above
‧
國立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
(20) Please take a close look at the following ad and select the best fit feature or quality for the promoted product in the ad.
£ Affordable price
£ Expensive
£ Very pigmented
£ Not so pigmented
£ Delicate packaging
£ Easy to purchase it from various channel
£ Limited product and difficult to acquire
(21) Please take a close look at the following ad and select the best fit feature or quality for the promoted product in the ad.
£ Affordable price
£ Expensive
£ Very pigmented
‧
國立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
£ Not so pigmented
£ Delicate packaging
£ Easy to purchase it from various channel
£ Limited product and difficult to acquire
(22) Please take a close look at the following ad and select the best fit feature or quality for the promoted product in the ad.
£ Affordable price
£ Expensive
£ Very pigmented
£ Not so pigmented
£ Delicate packaging
£ Easy to purchase it from various channel
£ Limited product and difficult to acquire
7.1.1.3 Part Three: Questions with Social Media Influencers Ad Only
(23) Please take a close look at the following ad and select the best fit price range for the promoted product in the ad.
‧
國立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
£ < NT$ 1,000
£ NT$ 1,001 – 1,500
£ NT$ 1,501 – 2,000
£ NT$ 2,001 – 3,000
£ NT$ 3,000 and above
(24) Please take a close look at the following ad and select the best fit price range for the promoted product in the ad.
£ < NT$ 1,000
£ NT$ 1,001 – 1,500
£ NT$ 1,501 – 2,000
£ NT$ 2,001 – 3,000
£ NT$ 3,000 and above
‧
國立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
(25) Please take a close look at the following ad and select the best fit price range for the promoted product in the ad.
£ < NT$ 1,000
£ NT$ 1,001 – 1,500
£ NT$ 1,501 – 2,000
£ NT$ 2,001 – 3,000
£ NT$ 3,000 and above
(26) Please take a close look at the following ad and select the best fit feature or quality for the promoted product in the ad.
£ Affordable price
£ Expensive
£ Very pigmented
£ Not so pigmented
‧
國立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
£ Delicate packaging
£ Easy to purchase it from various channel
£ Limited product and difficult to acquire
(27) Please take a close look at the following ad and select the best fit feature or quality for the promoted product in the ad.
£ Affordable price
£ Expensive
£ Very pigmented
£ Not so pigmented
£ Delicate packaging
£ Easy to purchase it from various channel
£ Limited product and difficult to acquire
‧
國立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
(28) Please take a close look at the following ad and select the best fit feature or quality for the promoted product in the ad.
£ Affordable price
£ Expensive
£ Very pigmented
£ Not so pigmented
£ Delicate packaging
£ Easy to purchase it from various channel
£ Limited product and difficult to acquire
Please note that for Questionnaire 20 to 23 and Questionnaire 26 to 28, multiple answers are accepted where the answer choices are shown separately and respondents are asked to choose in the following order: (1) Affordable price or expensive; (2) Very pigmented or not so pigmented; (3) Delicate packaging, easy to purchase from various channel and/or limited product and difficult to acquire.
‧
國立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
2 Interview Questionnaires/Outlines
1. How long have you been working in the marketing or public relations industry?
2. Have you ever incorporated celebrity endorsement in any of the past marketing campaigns that you have planned? Can you please name 2 to 3 unique or memorable cases.
a. Can you please share with us why you decided to invited the specific celebrity to participate in the event or campaign?
b. Did the outcome of the media exposure exceed your expectation?
c. If you have the chance to organize the same exact event in current days, will you still choose to invite the same celebrity? Why or why not?
3. Have you ever incorporated influencer marketing in any of the past marketing campaigns that you have planned? Can you please name 2 to 3 unique or memorable cases?
a. Can you please share with us why you decided to invited the specific social media influencer to participate in the event or campaign?
b. Did the outcome of the media exposure exceed your expectation?
c. If you have the chance to organize the same exact event in current days, will you still choose to invite the same social media influencer? Why or why not?
4. When you are organizing and planning events, what are some evaluation criteria that help you to decide to choose between traditional celebrity or social media influencers in terms of product endorsement or marketing campaign?
5. What do you think is the major differences between celebrity endorsements and influencer marketing? Do you think that the message delivered to consumers will be different among the two?
6. What are some products or services that you believe are more suitable for celebrity endorsement?
7. What are some products or services that you believe are more suitable for influencer
‧
國立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
8. Do you believe there are distinct differences on consumers’ perception between leveraging celebrity endorsements or influencer marketing?
9. Do you believe that someday social media influencers will completely replace traditional celebrities in terms of product endorsements?
‧
國立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
3 References
Alsmadi, S. (2006) “The Power of Celebrity Endorsement in Brand Choice Behaviour: An Empirical Study of Consumer Attitudes”, Journal of Accounting, Business & Management, 13, pp. 69-84, Business Source Complete, EBSCOhost
Awata, K. (2010). “An exploration of the impact of social media on branding strategies”
(from http://www.kentarohawata.com/blog)
Barbara Casabianca. (2016), “YouTube as a Network: A Media Analysis of the YouTube Beauty Community”, CUNY Academic Works
Barrie Gunter & Adrian Furnham (2014). Consumer Profiles: An Introduction to Psychographics, London, Bloomsbury
Bickart, B. & Schindler, R. M. (2011). “Internet forums as influential sources of consumer information. Journal Of Interactive Marketing”
Booth, N., & Matic, J. A. (2011). Mapping and leveraging influencers in social media to shape corporate brand perceptions. Corporate Communications : An International Journal, 16(3), 184-191.
Boyd, D.M. and Ellison, N.B. (2007). “Social network sites: Definition, history, and scholarship. Journal of Computer-Medicated Communication”
Breberina, J. Shukla, P. and Schwaiger, M. (2013) “Endorser’s Involvement in Scandals and their Influence on Consumer’s Self Expression and Brand Attitudes”, American Academy of Advertising Conference Proceedings, pp. 120-121, Business Source Complete, EBSCOhost
Burgess, Eric. (2016) “11 Essential Stats for Influencer Marketing in 2016.”
Daugherty, T., Eastin, M.S. and Bright, L., (2008). “Exploring consumer motivations for creating
‧
國立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
Esangbedo, Reginald, (2011), "The impact of celebrity endorsements on the buying behavior of Rowan University students age 18-24". Theses and Dissertations. 88.
Kristen Forbes, (2016), “Examining the Beauty Industry’s Use of Social Influencers”, Elon Journal of Undergraduate Research in Communications, Vol. 7, No. 2
Michaelidou, N. and Dibb, S., (2008). “Consumer involvement: a new perspective. The Marketing
Oluwafunmito Jatto (2014), “Consumer Attitude Towards Celebrity Endorsements on Social Media”, Dublin Business School
Philip K., Kevin L., Keller A., and Koshy Mithileshwar J. (2009). Marketing Management: A South Asian Perspective (International Edition), USA, Pearson Prentice Hall Review”
Roger D., Paul W. and James F. (2006). Consumer Behavior, USA, Mason, OH
Sakkthivel, A.M., Edolyi, M.E. and Ponraj, J. (2010) 'Empirical investigation on the impact of internal and external variables that influence customer loyalty, customer life time value and consumer switching behaviour in a growing competitive environment'. International Journal of Management Rivulet, Vol. 1
Shane Barker. “Why Is Influencer Marketing Better than Celebrity Endorsements?” Shane Barker, Shane Barker, 7 May 2019, shanebarker.com/blog/influencer-marketing-celebrity-endorsements/.
Tran Nhu My Duen (2016), “Beauty bloggers’ influence on Vietnamese young consumers”, Saimaa University of Applied Sciences, Faculty of Business Administration
Wollan, R., Smith, N., & Zhou, C. (2010). “The Social Media Management Handbook”
Hoboken, US: Wiley
Yoo, C.W., Kim, Y.J. and Sanders, G.L., (2015). “The impact of interactivity of electronic word of mouth systems and E-Quality on decision support in the context of the
e-marketplace. Information & Management”