KOLs’ credibility and its impacts on consumers’ brand perception
Dear study participant,
you are invited to participate in the research study conducted for my Master Thesis at the University of Würzburg.
From this research I wish to learn how the credibility of KOLs/网红 on social media platforms influence consumers’ perception of beauty brands.
Key opinion leaders (KOLs) are individuals that have a significantly strong social status that their recommendations and opinions are listened to when making important decisions. Good examples of key opinion leaders are political figures, bloggers and celebrities who are known for their work (e.g., 李佳琦, 李子柒, Papi酱 etc.).
you are invited to participate in the research study conducted for my Master Thesis at the University of Würzburg.
From this research I wish to learn how the credibility of KOLs/网红 on social media platforms influence consumers’ perception of beauty brands.
Key opinion leaders (KOLs) are individuals that have a significantly strong social status that their recommendations and opinions are listened to when making important decisions. Good examples of key opinion leaders are political figures, bloggers and celebrities who are known for their work (e.g., 李佳琦, 李子柒, Papi酱 etc.).
KOLs and influencers have many similarities, but they are not exactly the same. Influencers develop their reputation and fame through social media, e.g., in blogs and on YouTube. They can be interpreted as individuals who have a large following on social media. One of the key differences between both is that for influencers, having a community of followers is the most important thing. For KOLs on the other hand there is no requirement to work with social media or have any followers. They simply need recognition for having expertise on a certain topic.
The survey should take you no longer than 10 minutes to complete. You do not have to answer any questions that you do not want to answer. The information you provide will be treated in the strictest confidence.
Thank you for your help.
Mandy Truong
Do you use beauty products?
I am very interested in beauty products.
How much do you spend a month on beauty products?
How often do you use social media platforms?
Do you follow any KOLs (such as Austin Li, Papi酱, etc.) on social media platforms?
Have you ever been influenced by the opinion/recommendation of a KOL on social media when purchasing products?
Have you ever bought a product after seeing it on a KOL’s social media account?
Do you think KOLs are helpful in terms of product/brand recommendations?
Next, you will see five posts by the KOL Austin Li 李佳琦, which were actually posted on Weibo. Please take your time to carefully look at each individual post, which includes a photo and a text. Afterwards, you will be asked for your personal, spontaneous impressions.
Before looking at the posts, this section provides you with a brief profile about Austin Li 李佳琦.
He is a leading Chinese streamer, KOL, and entrepreneur focusing on beauty and cosmetics.
Li is famous for the large volume of sales his streams generate.
点击进行拍照
点击进行拍照
点击进行拍照
点击进行拍照
点击进行拍照
Please tick the characteristics below which you would attribute to Austin Li 李佳琦 according to your impressions based on the posts you have looked at. (You can choose multiple answers)
I felt emotionally connected to Austin Li 李佳琦 in certain posts.
Austin Li had promoted the lipsticks of the brand Floralis 花西子 in this advertising. Now, please think of the brand advertised by Li and please reveal your level of agreement with the following statements.
The brand Floralis 花西子 triggers a favorable reaction in me.
I have a positive attitude towards the brand Floralis 花西子.
The advertisement of Austin Li 李佳琦 has sparked my interest in the brand Floralis 花西子.
I think Austin Li 李佳琦 and the brand Floralis 花西子 go well together.
I think Austin Li 李佳琦 looks attractive in the advertisement. (can be understood as handsome, classy, sexy etc.)
I think Austin Li 李佳琦 seems like an expert in the advertisement. ( can be understood as knowledgeable, experienced, skilled etc.)
I think Austin Li 李佳琦 looks trustworthy in the advertisement. (can be understood as honest, sincere, dependable etc.)
I can imagine buying a product for myself or others from the brand Floralis 花西子.
Did you know the brand Floralis 花西子 before the survey?
Please indicate your gender.
Please indicate your age.
What is the highest degree or level of school you have completed?
What is your current employment status?
Please indicate your origin.
Please indicate your average monthly net income.
33题 | 被引用0次
模板修改
使用此模板创建