Effects of Influencer Persuasion on College Students
Document Type
Panel Presentation
Start Date
20-4-2018 9:15 AM
End Date
20-4-2018 10:30 AM
Keywords
Social media, influence, college students
Biography
My name is Madison Edwards and I am a senior at Marshall University. I am currently pursing my B.A. in Communication Studies with an emphasis of Organizational Communication. I am an active member and an officer of the Communication Studies Student Club. I am also a member of the Gamma Beta Phi honor society.
Major
Communication Studies
Advisor for this project
Camilla Brammer PhD
Abstract
The purpose of this study is to measure the perceived expertise, attractiveness, and trustworthiness of personal influencers and the purchase intentions of consumers on social media platforms.
I hope to analyze the mindset of college age students as consumers on social media platforms in an attempt to identify the potential market for organizations and businesses looking to sell products through social media influencers.
Participants will take a 32 question online survey using Qualtrics. Participants will answer demographic questions, identify a personal influencer to keep in mind (as focus for the study), and will continue to rate said influencer on perceived expertise, attractiveness, and trustworthiness.
This research will benefit organizations and companies that are looking to target this audience directly. Social media has become increasingly popular in today’s society and by analyzing the data, I hope to uncover exactly how this information can be helpful in the world of consumerism.
My participants are college age students ranging from 18-25 years of age, enrolled in college courses, and are active at least once a day on social media.
Effects of Influencer Persuasion on College Students
The purpose of this study is to measure the perceived expertise, attractiveness, and trustworthiness of personal influencers and the purchase intentions of consumers on social media platforms.
I hope to analyze the mindset of college age students as consumers on social media platforms in an attempt to identify the potential market for organizations and businesses looking to sell products through social media influencers.
Participants will take a 32 question online survey using Qualtrics. Participants will answer demographic questions, identify a personal influencer to keep in mind (as focus for the study), and will continue to rate said influencer on perceived expertise, attractiveness, and trustworthiness.
This research will benefit organizations and companies that are looking to target this audience directly. Social media has become increasingly popular in today’s society and by analyzing the data, I hope to uncover exactly how this information can be helpful in the world of consumerism.
My participants are college age students ranging from 18-25 years of age, enrolled in college courses, and are active at least once a day on social media.
