2. Research Objective
Demographic
To explore individual’s associations with celebrities through Instagram and
how it impacts their view on how they value a certain item or brand(s); and to
uncover the motivations behind why people are more/less persuaded to
purchase items used by celebrities.
Male and Female, College Student, 20-22 Years Old, Attends
University of Georgia
3. Interview Questions
1. At the beginning of the interview, ask the participant to use words to describe themselves (their personality,
interests, etc.). Then, ask them to describe the celebrity they were following in the same way. At the end, repeat
this procedure to see if anything has changed.
2. How does this celebrity’s opinion and lifestyle influence your choices?
3. Tell me the story behind this picture (with brand object)
4. What attributes do you associate with this celebrity?
5. Could you explain why you choose to follow this celebrity versus other celebs?
6. Think of a (or the, depending if the celebrity has a big brand they always use) brand the celebrity uses and how do
you feel about those brands?
7. How was your view altered of the product/brand before and after viewing it in relation to the celebrity?
8. Which of these products/brands would you consider purchasing after viewing the celebrity’s Instagram and why?
9. Was there a specific time when you bought a product only after seeing it with a celebrity and why? What was the
product? Explain to me step by step your thought process when considering and going through the purchase.
10. Projective technique; Word association: “What is the first thing that pops into your head when I say the word ___?”
(words such as Jimmy Fallon, Instagram, a specific product in one of the pictures they saw, etc.)
4. Relevant Literature Review
Market Trend & Size-
The brand Kurt Geiger benefited from overall positive growth (13.3%) in the fashion accessories market and
strong sales of its handbags have been helped by celebrity endorsement from models.
Market Segmentation-
“One third of women 18-34 say that social media is a top influencer” but active and impressionable
individuals apply as well.” -Mintel
Past and Present Strategies-
Easy to use websites, apps, and maintaining active on social platforms
A positive effect when the number of celebrities endorsing a brand increases
70% reported agree that content provided on social networks by celebrities change their behavior
Future Trends-
Going mobile, email and promotions, & continued recommendations from friends and family via social
media, reviews online, word-of-mouth, etc.
It is important for businesses “because social networks make up marketing’s
most powerful media recommendation.”
6. Data Reduction
Theme: Trust
Found in 3 out of 6 interviews
Theme: Quality of
Brand
Found in 4 out of 6 interviews
Theme: Admiration
Found in 5 out of 6 interviews
Quote: “I strive to make my
life like his. I want my
relationships to be like the
relationship between Sean Lowe
and his wife. He has a lot of the
same values as me.”
Quote: “Cam Newton makes it
seem like Under Armour is a
great product, worth the money,
that it will last you longer, and
help you perform better in
whatever way you use it.”
Quote: “I loved her style and
makeup and how she looks
natural. I believed the chapstick
would make me look and feel
that way. I wanted to be like
Audrina, so I bought things I
know she bought so that I would
look like her.”
Quote: ”I remembered seeing
Aveno with Jennifer Aniston and
she is really attractive and has
good skin so I trusted it.”
Quote: A majority of
celebrities wear Ray Bans and I
was kind of like “if they’re wearing
them then they’re good
sunglasses.”
Quote: “I like how a musician is
into things that matter, such as
politics. It shows that she cares
about things and isn’t just rich. I
like that Katy Perry doesn’t take
things too seriously but likes to
have fun.”
7. Conclusion Drawing And Verification
Member checking (asking others if they are drawing similar conclusions from
the research)
Cross Researcher Reliability (using codes from each interviewer to draw main
themes)
8. Demographic Table
Name Age Gender Ethnicity Occupation Celebrity
Jill Davis 20 Female Caucasian Student Gigi Hadid
Taylor Scott 22 Female Caucasian Student Kylie Jenner
Meleigha
Millman
20 Female Caucasian Student Kylie Jenner
Lauren
Lauterbach
20 Female Caucasian Student Sean Lowe
Sam Donaghue 21 Female Caucasian Student Katy Perry
Robert Kane 22 Male Caucasian
Student/
Personal
Trainer
Cameron
Newton
10. Recommendations
Who? Recommendation
Celebrities Tag the brands in the actual picture or in the caption so buyers can easily notice them
Celebrities Frame their instagram in a way that the brands stand out more in pictures
Researchers Conduct focus groups to further examine the correlation between the three factors
Researchers Find out which celebrities have the most social media engagement and interview their
followers to collect further data
Instagram Create a “buy” option on pictures with brands
11. Conclusion Visual Model
Consumer
values
brand/product
based on their
view of the
celebrityProduct(s) a
celebrity
associates
with through
their Instagram
Ease brand
identification
Celebrities with
high
engagement
add value to
brands
Influenced
purchasing
decisions
Positive view of
brand/product
quality when
consumer admires
a celebrity
12. Hypothesis: If celebrities endorse products in an attractive
manner on Instagram, then followers of those certain individuals
are more likely to purchase those pictured objects.
Testing Method: Individual Surveys
Purpose: The purpose for conducting a follow-up study using
quantitative research is to uncover the correlation between
product sales and celebrity endorsements on Instagram.
13. Limitations
Given an unlimited budget:
(1) Increase the sample size
Given more time:
(1) Increase the sample size
(2) Interview more males
(3) Increase the time of each interview, ask more questions and follow up
Editor's Notes
Provide the overarching research objectives and examples of specific interview questions. Explain how you ensured that every interview question addressed the objectives.
To explore individual’s associations with celebrities through Instagram and how it impacts their view on how they value a certain item or brand(s); and to uncover the motivations behind why people are more/less persuaded to purchase items used by celebrities.
Positive/negative admiration influenced
