As part of my research project, I wanted to gather some information from a large audience on if they had ever brought celebrity affiliated products, I created my survey through google forms and then sent it out to be answered through all of my social media pages. I thought it would be relevant to do this because my research is loosely based on social media, I also wanted to share it this way to attract some responses from a larger audience of people, for example; I could share a link from my snapchat by adding a 'swipe up' feature which meant all those who wanted to complete my survey had to do was swipe up and fill out the form instead of being redirected away from the app. I managed to get 20 people to answer my survey, which I feel like is a fair number to take on the feedback and reflect on what the general public had to say about celebrity endorsements. Unfortunately, I would have liked more, however, you cant push facebook friends or otherwise to take part if they choose not to.The first question I asked those who wanted to partake in my interview was their age, in response to this, I was happy with the overall collection of results being so varied. To me, this means that my survey has reached such a mass of different audiences for marketing companies to consider but also means for me a variety of opinions. The main bulk of those who answered my survey were in the 43-50 years category, which was strange to me due to it not being the bulk of my friend or contacts or followers that I have. Another constraint I found was that I have my own prejudices in assuming that those between the 43-50 aged bracket may not have a lot of social media and so will not buy into the influence market side of things.
The next question I wanted to ask my participants was 'Have you ever bought a product that has been endorsed by a celebrity?' I wanted to know this as part of my research as I wanted to have clear confirmation on if any of my participants would be willing to admit that they had brought a product spoken about by a celebrity honestly. For my results, a lot answered yes but to counteract this some answered that they had brought a product but they were unknowingly buying the product that was endorsed by a celebrity which is unfortunate when coming to a clear conclusion on if collaborations work between brands and influencers due to there being contradictions when consumers have been asked.
The third question I asked was 'Have you ever purchased a product that you have seen advertised on social media?' I wanted to ask this to see if consumers really do buy into advertisements they see on social media, with most replies stating 'yes' it seems like advertising through social media is clearly very successful.
Following this, I wanted to diverge further into personal opinions of how consumers really feel about celebrity endorsed products, the overall impression that has been given is that consumers do not feel swayed but products that have influencers or celebrities as their face of the brand, which I found to be interesting, the fact that opinions are negative this would suggest that celebrity endorsements are not successful.
I followed the intensive questions by asking three that didn't really have a didn't really have much of a significance to my research, however, it could be argued that when asking questions such as 'could you give an example of a collaboration?' it goes to show that out of a huge variety of ages, which endorsements were really successful.
Overall, the survey was great research in getting to terms with what real life consumers of all demographics what from their social media and marketing. It has come to my attention that contrary to what my previous hypothesis would have been, it seems like the general public is quite anti-celebrity endorsed marketing, the most beneficial answers to me were the ones contributed by answering the question 'Have you ever purchased a product that has been endorsed by a celebrity?' 
No comments:
Post a Comment