Influencer Marketing-

College Students’ Preferences on Influencers

Presenter: 408110170

Kitty Hsiao

Table of Contents

01

02

03

04

05

06

Introduction

Literature Review

Methodology

Research Result Analysis

Discussion

Conclusion

01

Introduction

Definition, Background, Research Questions, Hypotheses

Definition

Influencer Marketing

• the act of a third party influencing a consumer's purchase decision
• involves a brand collaborating with an online influencer to market one of its products or services

Background

• New era, new marketing strategies
• According to Influencer Marketing Hub, the influencer marketing industry is set to grow to $16.4 Billion in 2022
• According to Influencer Marketing Hub, Instagram was used by nearly 80% of the brands that engage in influencer marketing

Research Questions

1. Does “Influencer Marketing” raise favorable impressions among college students?
2. Do college students have any kind of preference when it comes to influencers?
3. Are those preferences affected by peers or families?
4. Do college students have a clear concept of this famous business strategy-influencer marketing?

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Hypotheses

1. College students’ preferences for influencers will be affected by peers and most of them would follow influencers who are the same age as them.
2. College students wouldn’t realize this was a marketing strategy because it has become their habit to follow those influencers.

Literature

Review

02

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Conick (American Marketing Association)

• Influencer gain more trust than Internet sources.
• Influencer marketing is regarded as being more interesting than conventional web advertisements like pop-ups, print ads, and banners.
• Most marketers are aware of the importance to work with influencers to develop sincere connections with customers.

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Taiwan Institute of Economic Research (TIER)

• COVID-19 pandemic has accelerated the growth of e-commerce in Taiwan

→ An increase in influencer marketing campaigns, as brands look to connect with consumers through social media.

• Many brands in Taiwan have increased their investment in influencer marketing campaigns, using social media platforms to reach out to their target audience and promote their products.

03

Methodology

• Google Survey Questionnaire
• In total → 71 current college students responded
• Quantitative research
• Data collect period: April 10th- April 17th
• Survey delivered via Instagram, Facebook groups, and Dcard

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Research

Result

Analysis

04

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BIological Sex

Male

Female

71 Respondents

Year of College

71 Respondents

Freshman

Sophomore

Junior

Senior or above

MARS

VENUS

JUPITER

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What kind of social media platforms do you use to follow influencers?

71 Respondents

Instagram

Facebook

Other platforms

71 Respondents

How often do you watched the content influencers posted on social media?

Every day

Often

Sometimes

Never

71 Respondents

How do you feel when you find out the content posted by the influencers that you’re watching is related to commercial content?

Annoyed

No special feelings

Curious

Sometimes annoyed

It depends on the content

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It depends on the frequency

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71 Respondents

What are the types of influencers you follow on social media?

71 Respondents

What factors would affect your preferences on different types of influencers?

05

Discussion

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• It appears that this demographic has a strong preference for influencers related to food.
• A high percentage of 91.5% of college students follow influencers based on their own interests instead of being affected by their peers.

Conclusion

06

Thanks for Listening!

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References