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Appendix I. Survey: The influence of Instagram in today's digital era
I am a Business Management and Administration student. Currently, I am working on my Bachelor's Thesis, which consists of the study of the influence of Instagram in today's society. In this work, the Figure of the influencer is being analyzed as an essential element in marketing.
Participation is completely voluntary and responses are anonymous.
Consent: It is necessary to agree to your explicit consent to use the results of this
5. Level of education achieved
6. How much time would you say you spend on Instagram?
□ Less than 1 hour 14,1%
□ Between 1 hour and 2 hours 39.7%
□ Between 2 hour and 3 hours 33.3%
□ Between 3 hour and 4 hours 11.5%
□ More than 4 hours 1.3%
7. In which of the following situations, you decide to spend more time on Instagram?
□ In my spare time 38.5%
□ To discover my family and friend’s publication while also being in contact with them 41%
□ To be informed of the latest trends (fashion, sports, politics, news) 19.2%
□ To make new friends 2.6%
□ For work/school-related assignments 0%
□ All the options from above 35.9%
□ Other _____
9. Do you follow any type of Influencer?
□ Yes, I do 92.3%
□ No, I don’t 7.7%
10. What led you to follow an Influencer?
□ They are trendy and people you know follow them 30.8%
11. Mention one or more Influencer that you follow on Instagram?
Easyinterior, Shoppaholic, Laura Escanes, Messi, Caro Daur, Alexandra Pareira, Chaira Ferragni, Maria Pombo, Maria Fernandez-Rubies, Marta Carriedo, Teresa Andres, Marta Lozano, Tamara Kalinic, Kyle Jenner, Hailey Bieber, Neymar, Cabronazi, Ro en la Red, Gigi Vives, Paula Gonu, Carla di Pinto, Maria Martí, Aida Domenech, Marta Diaz, Postureiglleida, Ingenieroboss, Fit Happy Sisters, Aitana, Raoul Vazquez, The Kardashians, Noemi Casquet, Maria Casals, Alexis Ren, The Rock, Blanca Padilla, Susana Bicho, Kendall Jenner, MeryTuriel, Teresa Sanz, Rebeca Terán, Vecina Rubia, Fittcoco, Grace Villareal, GAG, Allons Rider.
12. Have you ever felt influenced on your purchase decision by the figure of Influencer?
□ Yes, I have 71.8%
□ No, I haven’t 28.2%
13. Through an influencer have you discovered new brands?
□ Yes, I have 92.3%
□ No, I haven’t 7.7%
14. Have you ever bought a product or service through an Influencer?
□ Yes, I have 51.9%
□ No, I haven’t 48.1%
15. When an Influencer recommends a product, does it convey trust and proximity?
1 2 3 4 5
Nothing
○ ○ ○ ○ ○
Very Much5.1% 16.7% 42.3% 33.3% 2.6%
16. In general, how do you rate Instagram social network
1 2 3 4 5
Very Bad
○ ○ ○ ○ ○
Very Good1.3 % 0% 30.8% 46.2% 21.8%
Appendix II. Analyze of the content: Figure Influencer
Influencer: Miisa Rotola-Pukkila
Influencer: Grace Villareal