Questionnaire on Influencer Marketing and Purchase Intentions

Questionnaire on Influencer Marketing and Purchase Intentions

In today’s rapidly evolving digital landscape, influencer marketing has emerged as a formidable force in the world of advertising. Brands, drawn by the alluring prospect of connecting with their target audiences in authentic and engaging ways, have turned to social media influencers as their conduits to consumer hearts. The surging prevalence of this marketing strategy is a testament to the increasing significance of social media in people’s lives. Moreover, the undeniable efficacy of influencer marketing in establishing direct lines of communication with consumers has propelled its dominance.

Yet, amidst this pervasive landscape, a crucial aspect remains shrouded in mystery: the profound influence of influencer marketing on consumers’ purchase intentions. How does the subtle art of influencing translate into concrete buying decisions? To unravel this enigma, researchers have fashioned a tool of great precision: the questionnaire. This instrument serves as a window into the minds of consumers, probing their thoughts and sentiments, and ultimately shedding light on the dynamic interplay between influencer marketing and purchase intentions.

Understanding the Questionnaire

A questionnaire is a structured set of inquiries meticulously designed to extract insights from a select group of individuals. These inquiries are carefully curated to delve into specific topics, revealing the nuances of consumer behavior. In the context of influencer marketing and purchase intentions, a well-constructed questionnaire might delve into respondents’ attitudes towards influencer-driven promotions, their recognition of sponsored content, and their inclination to purchase after encountering a product endorsed by an influencer.

Enter the Influencer Marketing Attitudes and Purchase Intention Scale (IMAPIS), a stalwart amongst questionnaires in this domain. Pioneered by Liu and Li in 2019, this instrument orchestrates a symphony of inquiry, channeling its efforts towards gauging consumers’ attitudes towards influencer marketing and the resultant ripples on their purchase intentions. Comprising two distinct sections, the IMAPIS embarks on its quest for knowledge.

Part I: Unveiling Attitudes

At its core, the IMAPIS embarks on a journey into the realm of attitudes. Respondents are met with a tapestry of statements, each infused with potential revelations. “I believe that influencer marketing is effective in promoting products,” echoes one assertion. “I trust the recommendations of social media influencers,” resonates with another. Participants are tasked with assigning a rating that aligns with their level of agreement, with a scale spanning from the robust “strongly disagree” to the steadfast “strongly agree.” This nuanced canvas captures the spectrum of attitudes, from skepticism to endorsement, unraveling the multifaceted perception of influencer marketing.

Part II: The Dance of Purchase Intentions

The IMAPIS deftly segues into its second act, inviting respondents to the stage of purchase intentions. Here, statements interwoven with potentialities abound. “I am likely to purchase a product endorsed by an influencer,” declares one facet. “The sight of an influencer-promoted product heightens my likelihood of purchase,” resonates another. Drawing from the same palette of response options, participants once again wield their ratings as they cast light upon the tendrils connecting influencer impact to purchasing choices.

Unveiling Insights: Research Findings

The IMAPIS, with its elegant choreography of inquiries, has become the compass guiding numerous studies exploring the intricate dance between influencer marketing and purchase intentions. Liu and Li’s 2019 exploration stands as a beacon in this realm. Armed with the IMAPIS, they embarked on a journey across the minds of 425 Chinese consumers. The revelations were striking: a nexus emerged between favorable attitudes toward influencer marketing and the intention to purchase. Moreover, a linchpin revelation surfaced—the trustworthiness attributed to influencers yielded a tangible imprint on purchase intentions, solidifying the bridge between digital endorsements and real-world decisions.

Beyond IMAPIS: Alternate Quests for Insight

Yet, the IMAPIS isn’t the solitary herald of discovery. Another questionnaire—the Consumer Perceptions of Social Media Endorser Advertising (CPSMEA) scale—takes up the mantle of exploration. Crafted by Amos et al. in 2008, this instrument unfurls its canvas to perceptions of social media endorsements and their echoes on purchase intentions. Here, amidst the spectrum of statements, whispers of persuasion and intention resonate. “I believe social media endorsements hold sway,” declares one sentiment. “Endorsements on social media sway my purchasing resolve,” echoes another. The spectrum of response options, as before, guides participants on a journey of introspection, with their ratings unraveling the fabric of consumer perceptions.

Choi and Rifon’s 2016 expedition, propelled by the CPSMEA, resonates as another testament to the influence of questionnaires. With a sample of 318 US college students, their journey unearthed a striking connection—attitudes towards social media endorsements intricately shaped purchase intentions. A further layer was revealed: the perceived expertise of endorsers held the power to sway attitudes, underscoring the entwined forces of credibility and intention.

The Endorser Credibility Scale (ECS): A Glimpse into Trust

But the journey doesn’t conclude with IMAPIS and CPSMEA. A third questionnaire enters the spotlight—the Endorser Credibility Scale (ECS), an artifact from Ohanian’s work in 1990. The ECS embarks on a different quest, exploring the tapestry of endorser credibility. The fabric of statements bears distinct hues: “This endorser emanates trustworthiness,” articulates one thread. “This endorser’s endorsement is a beacon of authenticity,” weaves another. Here, participants summon their insights once more, selecting responses that illuminate their perceptions of credibility.

Culmination: The Quest Continues

The landscape of questionnaires unfurls as an evolving saga—a quest to unravel the intricate dance between influencer marketing and purchase intentions. IMAPIS, CPSMEA, and ECS, each an instrument of precision, pave the way for deep-rooted insights. The human psyche, ever a puzzle of intricate design, is laid bare by these inquiries, shedding light on the motivations that drive purchasing choices.

In this symphony of inquiries, researchers wield their questions as batons, directing their ensembles toward the crescendo of discovery. Yet, even as these findings illuminate, the stage is forever open for exploration, as the journey towards understanding the nexus of influencer marketing and purchase intentions continues, driven by the quest for insights that defy the boundaries of the known.