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Influencer Marketing vs. Traditional Advertising Consumer Trust, Purchase Behavior & Perceived ROI

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Influencer Marketing vs. Traditional Advertising Consumer Trust, Purchase Behavior & Perceived ROI

Introduction & Informed Consent

Thank you for taking part in this study. This survey is being conducted as part of my bachelor's thesis on consumer perceptions of influencer marketing versus traditional advertising (TV, billboards, print). This study is open to participants aged 18 and over. Your responses are completely anonymous, no personal identifiers are collected. All response data will be stored securely in a password-protected file accessible only to me, the researcher, and will be used solely for the purposes of this academic study. Participation is entirely voluntary, you may stop at any time without any consequences. The survey takes approximately 8–10 minutes to complete. If you have any questions about this study, please contact the researcher at: xhynkovaa@student.unyp.cz

Please note that anonymised findings, including selected quotations, may be used in the final thesis; no response will be attributed to any identifiable individual.

By continuing to the next section, you confirm that you have read this information and consent to participate.

Section A: Screening Questions

Please answer the following questions to confirm you are eligible to participate in this study.

1

How old are you? (Participants under 18 will be excluded.)

2

In which country do you currently reside?

3

How often do you use social media platforms (e.g. Instagram, TikTok, YouTube)?

Select one answer
4

How often do you watch television or encounter traditional ads (TV, billboards, print, radio)? (Participants who answer 'Never' to both S3 and S4 will be excluded.)

Section B: Demographics

These questions help me understand the profile of respondents and will be used as control variables in the analysis.

5

What is your gender?

Select one answer
6

What is the highest level of education you have completed?

Select one answer
7

What best describes your current employment status?

8

On average, how many hours per day do you spend on social media?

9

On average, how many hours per day do you watch television or consume traditional media?

10

Which social media platform's influencers influence you the most (if any)?

Section C: Consumer Trust

Part C1 — Influencer Marketing

Please rate your agreement with the following statements about influencer content on social media.

Scale: 1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly Agree

11

I trust product recommendations made by social media influencers.

12

Influencer content about products feels authentic and genuine.

Select one answer in each row
13

The influencers I follow appear knowledgeable and credible about the products they promote.

14

I trust that influencers are transparent about sponsored content (e.g., they clearly disclose paid partnerships).

15

Influencer endorsements build long-term trust in a brand for me.

Part C2 — Traditional Advertising

Please rate your agreement with the following statements about traditional advertising (TV, billboards, print, radio).

Scale: 1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly Agree

16

I trust product recommendations made in traditional advertisements (TV, billboards, print).

17

Traditional advertising content about products feels authentic and genuine.

18

The spokespeople or characters in traditional ads appear knowledgeable and credible.

19

I trust that brands are transparent about their claims in traditional advertisements.

Select one answer in each row
20

Traditional advertising builds long-term trust in a brand for me.

Select one answer in each row

Section D: Purchase Behavior

Part D1 — Influencer Marketing

Please rate your agreement with the following statements or select the most accurate answer.

Scale: 1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly Agree

21

Seeing a product in an influencer's post makes me want to research it further.

Select one answer in each row
22

I am likely to purchase a product that I have seen promoted by an influencer I follow.

Select one answer in each row
23

Influencer content convinces me to try new products I would not have considered otherwise.

Select one answer in each row
24

How often have you purchased a product after being exposed to influencer content in the past 12 months?

Select one or more answers

Part D2 — Traditional Advertising

Please rate your agreement with the following statements about traditional advertising.

Scale: 1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly Agree

25

Seeing a product in a traditional advertisement (TV, billboard, print) makes me want to research it further.

Select one answer in each row
26

I am likely to purchase a product that I have seen promoted in a traditional advertisement.

Select one answer in each row
27

Traditional advertisements convince me to try new products I would not have considered otherwise.

Select one answer in each row
28

How often have you purchased a product after being exposed to traditional advertising in the past 12 months?

Select one or more answers

Part D3 — Memorability

Please rate your agreement with the following statements.

Scale: 1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly Agree

29

I tend to remember products I have seen promoted by influencers on social media.

Select one answer in each row
30

I tend to remember products I have seen promoted in traditional advertisements.

Section E: Perceived Return on Investment (Advertiser Perspective)

The following questions ask for your opinion as a consumer on the value and effectiveness of each advertising method for reaching people like you.

Scale: 1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly Agree

Part E1 — Influencer Marketing

31

Influencer marketing is an effective way for brands to reach my age group.

32

Money spent on influencer marketing represents good value for brands trying to connect with consumers like me.

Select one answer in each row
33

Influencer marketing is better suited than traditional advertising to reaching younger audiences (18–34).

Select one answer in each row

Part E2 — Traditional Advertising

34

Traditional advertising (TV, billboards, print) is an effective way for brands to reach my age group.

Select one answer in each row
35

Money spent on traditional advertising represents good value for brands trying to connect with consumers like me.

Select one answer in each row
36

Traditional advertising is better suited than influencer marketing to reaching older audiences (35+).

Select one answer in each row

Thank you for completing this survey. Your responses are greatly appreciated and will contribute to academic research on advertising effectiveness. All data is stored securely and used exclusively for the purposes of this study. No personal identifiers are collected or retained.