A Proposal for a Business Research Project.
This research project will employ a mixed-methods design, combining quantitative and qualitative data collection methods. This approach will provide a more comprehensive understanding of how social media influencer marketing influences consumer purchasing decisions.
Participants or Sample:
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Quantitative Survey: A national online survey will be distributed to a representative sample of US consumers aged 18-35. The sample size will be determined using power analysis to ensure sufficient statistical power for hypothesis testing. Inclusion criteria will be age, social media usage, and occasional online shopping behavior. A random sampling approach will be used via online survey platforms.
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Qualitative Interviews: Semi-structured interviews will be conducted with a smaller sample (15-20) of consumers who actively follow social media influencers and have recently made a purchase based on an influencer's recommendation. Participants will be recruited through social media platforms and online communities.
Methods:
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Quantitative: The online survey will gather data on demographics, social media usage patterns, influencer following behavior, and self-reported purchasing habits influenced by social media influencers.
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Qualitative: The semi-structured interviews will delve deeper into consumers' motivations for following influencers, their perceptions of influencer endorsements, and the decision-making process behind influencer-driven purchases.
Data Collection Methods:
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Quantitative: A structured online survey will be developed and distributed through reputable survey platforms.
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Qualitative: Semi-structured interview questions will be developed to guide the conversations. Interviews will be audio-recorded with informed consent and transcribed for analysis.
Ethical Considerations:
- Informed consent will be obtained from all participants before data collection.
- Participant anonymity and confidentiality will be maintained throughout the research process.
- Data will be stored securely and in accordance with data protection regulations (GDPR).
2. Research Question and Hypothesis:
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Research Question: To what extent and in what ways does social media influencer marketing influence consumer purchasing decisions?
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Hypothesis: Consumers who follow social media influencers and are exposed to influencer marketing campaigns are more likely to make purchasing decisions based on those recommendations compared to consumers who do not follow influencers.
3. Data Analysis:
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Quantitative data: Descriptive statistics, correlation analysis, and potentially regression analysis will be used to identify relationships between influencer following behavior, exposure to influencer marketing, and self-reported purchasing decisions.
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Qualitative data: Thematic analysis will be used to identify recurring themes and patterns in interview transcripts, providing insights into consumer motivations and decision-making processes.
4. Expected Outcomes & Conclusions:
We expect to find that social media influencer marketing does influence consumer purchasing decisions, particularly among younger demographics who actively follow influencers. The qualitative data will provide deeper insights into the "why" behind these decisions, revealing consumer motivations, perceptions of influencer credibility, and the decision-making process triggered by influencer marketing campaigns.
5. Conclusion:
This research project will contribute valuable insights into the effectiveness of social media influencer marketing as a marketing strategy. By understanding how consumers interact with influencer marketing and the factors influencing their purchasing decisions, businesses can refine their social media strategies and maximize their return on investment.