Topic: The Impact of Social Media Influencer to Purchase Decision Making of Hong Kong Female Consumers

Marketing research project paper

Research topic: The Impact of Social Media Influencer to Purchase Decision Making of Hong Kong Female Consumers

Word limit: 5000 words

Structure:
EXECTUIVE SUMMARY

  1. INTRODUCTION

1.1 Research Rationale

1.2 Research Aim

1.3 Research Objectives

  1. LITERATURE REVIEW
     The academic research journal “The Impact of Social Media Influencer and Brand Images to Purchase Intention” must be used in literature review!!

2.1 Definition and Concept
Social media platform:
 Facebook, Instagram & Youtube only!! (Not include Twitter)

  1. METHODOLOGY

3.1 Secondary Research

3.2 Primary Research

3.2.1 Questionnaire Design
 Online questionnaire (Google form)

 All the questions were structured questions with no open-end questions

Questionnaire divided into 3 parts:
 First part is screening question
 Second part is about “social media influencer” & “purchase intentions”
 Third part is personal information

Likert scale:
 Second part is measured on Likert scale (an interval scale) with 1 equal to strongly disagree and 5 equal to strongly agree.

3.2.2 Sampling Design
 Data collection: From Jul to Aug 2020
 Sample size: 100
 The samples are aged 18 or above

  1. FINDINGS AND DISCUSSION
     The answers of each option in questionnaire are provided, and are highlighted in blue color (eg: (53/100) ), beside (or below) each option in questionnaire.

(The data analyzing process is not finish and check yet, so please assume the finding of this research paper is “Accept the hypothesis”!!

Which mean “Social media influencer is significant effect the buying intention of Hong Kong female consumers”.)

  1. CONCLUSIONS AND RECOMMENDATIONS
    Further research:
     Should investigate their purchase behavior whether they will go out directly to buy the product at offline store or they will continue surfing on internet to buy online
     Different platform of social media may deliver different impacts for different industries
     For some category product which targeting older consumer, they may have different behavior on sourcing information of certain products.
  2. LIMITATIONS Limitations:
     2-4 limitations
     “Small sample size” must be one of the limitations
  3. RESEARCH CONTRIBUTIONS

8.1 Academic Contributions

8.2 Business Contributions

  1. REFERENCES

Research rationale: (Please read carefully!!)
In November 2019, an academic research journal “The Impact of Social Media Influencer and Brand Images to Purchase Intention” was published on Journal of Applied Management (JAM), it aims at testing 3 different hypotheses, including “H3: Social media influencer has positive and significant effect on the emergence of consumer buying interest in beauty and skin care products” on Indonesia female consumers. The result shows that the relationship between social media influencer and buying interest is not significant (The hypothesis was rejected).

In order to explain the situation in Hong Kong, this marketing research project paper aims to test the hypothesis (H: Social media influencer has positive and significant effect on the emergence of consumer buying interest in beauty and skin care products) on Hong Kong female consumers.

Research aim: (Please read carefully!!)
This marketing research project paper aims to test the hypothesis (H: Social media influencer has positive and significant effect on the emergence of consumer buying interest in beauty and skin care products) on Hong Kong female consumers, in order to provide advice and accurate information to consumers, social media influencers and marketers in Hong Kong.

Research Objective: (Please read carefully!!)
 Test the hypothesis (H: Social media influencer has positive and significant effect on the emergence of consumer buying interest in beauty and skin care products).
 Provide advice and accurate information to consumers, social media influencers and marketers in Hong Kong.

Methodology: (Please read carefully!!)
 This is a quantitative research
 Through online questionnaire by using Google form application
 The questionnaire uses a Likert scale with 1-5 weighting, namely: 1 (strongly disagree), 2 (disagree), 3 (between agreeing or disagreeing), 4 (agree), 5 (strongly agree)
 The analysis technique will be used in this research paper is IBM Statistical Package for the Social Sciences (SPSS) https://en.wikipedia.org/wiki/SPSS

Sample: (Please read carefully!!)
 Sample size: 100
 Gender: Female
 Age: 18-34 years old
 Must: Using beauty and skin care products
Having a personal social media account
Following at least one influencer/ key opinion leader

 Data collection: From Jul to Aug 2020

Questionnaire:

Section 1: Screening Questions
(Please circle the most suitable answer below.)

  1. Gender
    [1] Male (0/100)
    [2] Female (100/100)
  2. Are you above 18 years of age?
    [1] Yes (100/100)
    [2] No (0/100)
  3. Are you using beauty and skin care products?
    [1] Yes (100/100)
    [2] No (0/100)
  4. Are you having a personal social media account?
    [1] Yes (100/100)
    [2] No (0/100)
  5. Are you following at least one influencer/ key opinion leader
    [1] Yes (100/100)
    [2] No (0/100)

Section 2: How much do you agree with the following statements?
(1 is “strongly disagree”, 2 is “disagree”, 3 is “between agreeing or disagreeing”, 4 is “agree” and 5 is “strongly agree”.)

Social Media Influencer

(Skin care product) Strongly disagree Disagree Between agree or disagree Agree Strongly agree

  1. “Expert” is an important factor for you to follow an influencer.
    1
    (0/100) 2
    (2/100) 3
    (39/100) 4
    (42/100) 5
    (17/100)
  2. “Up-to-date” is an important factor for you to follow an influencer.
    1
    (4/100) 2
    (7/100) 3
    (24/100) 4
    (51/100) 5
    (14/100)
  3. “Reliable” is an important factor for you to follow an influencer.
    1
    (0/100) 2
    (0/100) 3
    (12/100) 4
    (27/100) 5
    (61/100)
    Purchase Intentions
    (Skin care product) Strongly disagree Disagree Between agree or disagree Agree Strongly agree
  4. When influencers promote skin care product on internet, you will listen to them and buy that product.
    1
    (12/100) 2
    (11/100) 3
    (45/100) 4
    (32/100) 5
    (0/100)
  5. When influencers promote skin care product under a particular brand on internet, you will listen to them and prefer that particular brand.
    1
    (4/100) 2
    (17/100) 3
    (53/100) 4
    (26/100) 5
    (0/100)
  6. When influencers promote skin care product on internet, you will listen to them and recommend that product to other.
    1
    (2/100) 2
    (7/100) 3
    (67/100) 4
    (21/100) 5
    (3/100)
  7. When influencers promote skin care product on internet, you will search for further information about that product.
    1
    (5/100) 2
    (20/100) 3
    (42/100) 4
    (25/100) 5
    (8/100)

Section 3: Personal Information
(Please circle the most suitable answer below.)

  1. Age
    [1] 18–20 (23/100)
    [2] 21–25 (36/100)
    [3] 26–30 (27/100)
    [4] Above 30 (14/100)
  2. Educational Level
    [1] Secondary education (14/100)
    [2] Post-secondary education (46/100)
    [3] Degree education (38/100)
    [4] Master education or above (2/100)
  3. Personal Monthly Income Level
    [1] Below $10000 (8/100)
    [2] $10001-$20000 (64/100)
    [3] $20001-$30000 (27/100)
    [4] $30001-$40000 (1/100)
    [5] Above $40000 (0/100)

Type of service-Academic paper writing
Type of assignment-Research Paper
Subject-Marketing
Pages / words-19 / 5000
Number of sources-10
Academic level-Sophomore (College 2nd year)
Paper format-Harvard
Line spacing-Double
Language style-US English

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