The researcher aimed to collect data through two methods as qualitative and quantitative methods of data collection were used. For the experiment, a sample of 12 people from the age group of 19-23 was chosen. They were shown content from Facebook, Instagram, and Twitter in which, the social media influencers endorse a particular product. Before viewing the content, they were briefed about the Facebook, Instagram and Twitter influencer, the work they do,
the product they were reviewing, so that they could answer the interview questions smoothly. From Facebook, beauty and technology genres were chosen. Both these genres included viewing the product review first and then followed by the advertisement. From Instagram, the work of four influencers was accepted. After seeing the pictures, the sample was then shown images from popular. Instagram and Twitter accounts. These accounts include models, sportspersons and beauty bloggers. These images were displayed to a picture where they have tagged a particular brand of clothing they are wearing. The researcher had images from the profile’s popularity, their work and the kind of models and brands that the Instagram celebrity is endorsing. After showing three copies (3 product reviews and three advertisements) from Facebook, and viewing the
work of 4 influencers from Instagram and Twitter, was then answered in a one-on-one interview. Since interviews were also a qualitative method, the meeting was done immediately after the viewing of the pictures as mentioned above and images. This is because it was to be easy for the sample to explain whether they prefer influencers giving product reviews to advertisements. The interview was mainly focused on the questions if social media had an adverse effect? If buyers can easily be exposed to harmful products through the use of social media for information? What are brands more likely to impact the audience? The
Interview between the researcher and the sample was voice recorded on the phone for further analysis. The data from the sample, six influencers to understand their perspective on how brands approach them if they have to adhere to the adverse effects of social media influencer? How they come up with content? This is done to achieve the objective nature of the research. The second method of data collection was the questionnaire method. The questionnaire had 30 questions in it. Specific influencer marketing? If the most significant risk is the possibility of false information by the influencers,? If they find it necessary for the marketing to be in sync with their job profile? And how likely are they motivated to try or purchase the product endorsed by the social media influencer? The questions were to revolve around these main above mentioned questions. The answers were then statistically analyzed to see if the sample is influenced by the endorsement done by the social media influencer.
Findings and Discussions:
The survey of 30 questions was answered and filled online by 90 respondents. The majority of the respondents belonged to the age group of 19-23 years, and most of them were men. Majority of the respondents followed favorite influencers on Instagram and Twitter. The questions were asked if they have ever viewed product endorsements and if the social media had a negative influence on the youths and the majority answered yes. When asked if they had considered the advertisement of the products reviewed, the majority said yes. However, when it came to remembering the product reviews, the majority answered sometimes as this maybe because they may have viewed various product reviews at once,
this was the same with remembering the advertisements.
The majority of the respondents answered that they could remember the product review they viewed