See attached pictures. compare the answers from three different interviews. Then present findings. It should provide an overview of what was found as well as highlight the similarities and differences in the responses. Findings should be organized by research objective. (Quotes from the focus groups or interviews must be used to illustrate key points!)

Marketing-351 Interview questions. Interviewer 3: Yes. When marketing ads are geared to my specific needs, it becomes 1. Would you say that influencers on the web can influence your purchasing decisions? easy for me to quickly be interested in the brand that is being advertised and thus gain Interviewer 3: I tend to trust the recommendation that comes from an influencer that interest on the product and service for my personal use. These ads are always helpful Interviewer 1: Personally, I say yes they have influenced my purchasing decisions by the ad that the company is sharing because the information that comes from the to me because they reduce the amount of time and energy that I would have used to buying the products they endorsed. For example, I bought an insurance from Sunlife influencer is as result of them having tested and tried the product and it was either find the same product and details about it. Financial because an intelligent, wealthy and well-known financial coach- Chinkee satisfying or not. Therefore, I am able to get information about the product form Tan has collaborative endorsements with the said insurance company. He also someone who I can relate to other than the company because the ad is for them to endorsed Gcash's Ginvest that's why I invested money here. Because of their fame market themselves so it is easy for them to exaggerate the information that they give and skills which the consumers know about them, the viewer trusts them; there is a about the product most especially on its quality. 3. Are you more inclined to be loyal to a brand after following them online? Or would you public trust. The principle in marketing is this- people buy from you because they say their online presence has no effect? know you, like you and trust in you. I personally follow Chinkee Tan and other information/entertainment creators on my Youtube and Facebook accounts so that I Interviewer 1: No, it has no effect. If the product is not effective, not efficient and not will get an update on their informative videos about wealth, savings, investments and n good quality, I wouldn't be loyal to a brand. Of course, consumers nowadays are 5. How would you rate the trust you have in influencers, on a scale of 0-10 (max), and managing finances have more access in reviewing the product and its' consumer ratings, so they wouldn't why? purchase something that has bad reviews even though the influencer is popular and Interviewer 2: The influencers, on the web can influence my purchasing decisions to a Interviewer 1: I would rate 8 because the public trusts them and they wouldn't risk esser extend only. Because I am aware of the fact that most of the promotions done by being highly followed. For example, a Vlog influencer that I follow bought a cellphone their names on products which are not effective worth 100 from a shopping site. I reviewed that it isn't real. That's why I didn't fall for the web influencers are paid promotions, and in most of the cases these influencers, may the their promotions. Interviewer 2: I trust only influencers, who are not giving paid promotions. On a point haven't even used the product. I follow only the social media accounts of those influencers, scale of 10 I can say I have a 9 point trust on influencers, whom I usually trust. who give their honest opinions about the products without receiving any payment from the Interviewer 2: I would clearly say that the online presence of a brand has no effect on my Interviewer 3: I give them 7. This is because the number of times I have purchased product manufacturing company purchasing decisions. I follow different brands just to know about their product updates and offer updates. Before purchasing something I always do some research and then a product based on the recommendation of an influencer, it has been as they had Interviewer 3: Yes. Influencers online do affect my purchasing decision since they purchase any suitable brand which I'm following or not following online recommended and that makes me trust them to a certain level. However, there are always give their reviews on various products and services that they have used. I do also a few times that I have disagreed with them on certain products which I feel are follow a couple of influencers on the various social media platforms so that I can get Interviewer 3: Yes, I am more inclined to a brand once I follow them online because I not good and they give good feedback about the same products. as much insight as possible on a wide range of products and services. only follow brands that are attractive for me and those that I have tried and have actually met my needs. Therefore, by the time I am following them online, I am more likely to stick to the same brand on the various products and services that they use. I personally follow Chinkee Tan and other information/entertainment creators on my This is because their online presence has had a positive effect on me in regards to 6. In today's society, influencer marketing is everywhere and has a big influence on Youtube and Facebook accounts so that I will get an update on their informative information about the products and the services that are being used. young people. What's your opinion? videos about wealth, savings, investments and managing finances. Interviewer 1: Yes, it has an influence on young people. Young people are the innocent and they easily trust and like people- even people they don't know. How 2. Do you find it helpful when certain marketer ads are geared towards your specific 4. What is do you trust more, an influencer's recommendation or ads from the company much more if they know the person? For example, Mcdo paid BTS for a commercial interests? itself? whose targeted audience consists of kids, young teens, late teens, young adults and Interviewer 1: Yes it is helpful. This is my experience: I am searching for a master adults; after that Mcdo's BTS meal became viral and almost every Modo, customers Interviewer 1: I trust an influencer's recommendation than the company it self. course in E-commerce marketing which I can enroll in to upskill my entrepreneurial who order BTS meal are young people. People buy because of emotions and because of trust. If those two are combined, one skills. Then after I searched, Facebook tracked my search activities; the Facebook will definitely buy a product. For example, I am a fan of Kuya Kim who is now a Interviewer 2: Yes, the statement that influencer marketing is everywhere, and has a big marketers targeted me using paid ads, and then I while I was scrolling my new feeds, Vlogger. He endorsed Sante' barley. Because I trust him and my emotions were influence on young people is true in my opinion. Since the technology is growing day by all I see are Sponsored Ads which promotes different e-commerce master courses. day and majority of the young population are web, and social media users they are Now, because I can now have more options to choose from without using my search; stirred up because I am his big fan, I purchased Sante' barley right away. If the company only uses its' own ads that is very professional and no emotional effect on influenced by the things and people they see on social media. Marketing companies make it is automated and it is convenient. I will not waste time in searching for products from the audience, middle-class income people are less likely to buy unlike when the use of this and use social media influencers as their main marketing strategy. search engines to search engines. company hires influencers Interviewer 2: Yes, I find it helpful when I receive marketer ads that are geared towards my specific interests, because they make it easy for me to search products I wish to buy. Interviewer 2: I trust the reccomendations given by influencers, who give honest opinions Interviewer 3: Influencer marketing is important to the young people today because it more than the ads given by the company itself. actually target these very people through the platforms that they use through social media. Influencers, are more available online where they also tend to advertiseproducts that are sold online or advertised online by the various companies. Most of marketing, in which businesses interact with social media influencers is one of these Personal life insight of the influencers the products that are also marketed by the Influencers, are products that are largely techniques that have experienced a lot of success. Celebrities of today are individuals Responding to direct messages from followers. used by young people, therefore, it makes more sense for them to market themselves who have a flair for generating visually appealing material for Youlube and other social Honest opinion on the products for example products used on body/children online. media platforms to entertain a certain audience This interaction and honesty between influencer and customer creates a relationship Because these accounts are adored by hundreds, thousands, or even millions of online yielded from trust as opposed to ads that can be made for the sake of pushing the users, businesses are partnering with them to humanize their commercial messaging and product to the market. convey their value propositions to their followers. Interviewer 2: Influencers also give their fans access to their personal life and connect 7. How do you think influencer marketing interact with partner brands? with them. They distinguish themselves from their famous counterparts by responding to Interviewer 1: The ultimate goal for brands which uses influencer marketing is to Interviewer 3: A lot of brands are cooperating with the influencers since influencers messages, offering product recommendations and being approachable. Between the reach out new target consumers. Influencer campaign extends the reach capacity to have conviction to their followers. Many people are now following influencers customer and the influencer these activities build a relationship and build trust the influencer's followers, therefore, the product or brand awareness' becomes viral especially the young generation and they have started appreciating the influencers. Interviewer 3: Some of the influencers are role models to their followers and they and memorable to the audience. When the audience is attracted to product because Thus, due to the influence influencers have with the public it is easy to convince may just purchase the goods to be associated with them. Once they advertise the of his/her favorite influencer, there are higher chances of sales. Getting large volume buyers through them. They also have their respect and people do not expect to be goods followers assume they are using the good and thus they trust the brand. For of sales is linked right after the saturation of the audience of influencer marketing. deceived by their influencers. Additionally, influencers can not market for products that example, the common phrase used by many "if so, is using that why not me". If the influencer's content relevant to the brand's industry, it will gain more public trust. can make them loose following thus they only market authentic products for their sake My early example: Chinkee Tan who is a trusted financial and investment coach and also for the sake of the brands. endorsed Sunlife Insurance so I bought a policy because of Chinkee. If the influencer has more followers, the more reach the brand gets. For example if Chinkee has 1.68 11. Why has influencer marketing grown so quickly in recent years? Million subscribers in Youtube and 3.9 million follwers on Facebook and he endorsed 9. Do you think the products recommended by influencers, are reliable? Interviewer 1: Because it allows for direct feedback, global reach to potential Sunlife brand, there more chances of getting the most relevant and most interested Interviewer 1: I think its Yes and No. In marketing, among the most important rules to customer, and customers remember is "Best known, Beats best ever." A product that appeals to the biggest ability for the marketer to track level of audience or demographic nature of the Interviewer 2: Influencer marketing interact with partner brands with strategies like product gifting, events, social takeovers , by dedicating social media posts, by blogging or audience will always be the one selected by many in the same regard. A consumer. As opposed to other mediums of advertising influencer marketing allows product/service can have all the best qualities as required but as long as it isn't known, for direct and prompt feedback podcasting etc.. t will not sell without an audience. Influencers, come in to fill this gap. Brands will The products being influenced reach potential buyers globally at the comfort of their Interviewer 3:Brand owners interact with influencers who are real and can be able to continue to look for opportunities that expose them to their consumers as fast as homes and offices. Marketers are able to track the age brackets and locations of the consumers turn their users to be customers. This comes with the experience of the influencers in possible. Interviewer 2: I think in the future, budgets influencer marketing will increase the marketing world Interviewer 2: This can not be easily determined, because everyone's feelings are dramatically. As what I learn from a research, there are nearly two-thirds of companies different, some people may feel very good, some people feel the use of the feeling is very plan to increase their influencer marketing budgets this year. Influencers are so essential poor. So I can not easily judge this phenomenon. right now because consumers are eager for authenticity, not just because of a growing Interviewer 3: Yes, products recommended by influencers are reliable. This is lack of confidence in advertising. I use AD blockers to block annoying display ads when because influencer would not advertise for goods that can make them lose following. I'm online, and many of my friends do the same. It would not be beneficial to influencers to lose following because rebuilding the trust Interviewer 3: This is because social media platforms have increased in number that was held by their followers would be difficult. For example, losing one million 8. What do you think of the phenomenon that a lot of brands choose to cooperate with Additionally, people have learnt to look for information about products and services following because advertising a harmful good would too much to them. Thus, they influencers? from the social medias. This has created a good platform for even negotiating for the must create trust among followers by advertising reliable products. goods. Interviewer 1: In marketing, among the most important rules to remember is "Best known, Beats best ever." A product that appeals to the biggest audience will always be the one selected by many in the same regard. A product/service can have all the best qualities as required but as long as it isn't known, it will not sell without an 10. What factors make some consumer groups more likely to trust influencers than ads 12. Why might influencer advertising be more effective? audience. Influencers come in to fill this gap. Brands will continue to look for from brands themselves? Interviewer 1: Because of the high following of these influencers, and the timely opportunities that expose them to their consumers as fast as possible Interviewer 1: I think there are three main factors making consumers trust influencers, feedback. Influencers, by themselves are brands; hence have a huge following. Interviewer 2: To increase the effectiveness of their campaigns, an increasing number of more They are also able to get immediate feedback from the consumers. companies are experimenting with new and modern marketing methods. InfluencerInterviewer 2: Influencer marketing is effective because it employs strategies such as society. These are the people who are up ot date with the posts they put up and follow Interviewer 3:I would not recommend a product to my followers if I did not know word-of-mouth marketing and social proof, both of which are now essential components of them intensly anything about it. This is because, I would not want any of my followers to try a any successful marketing plan. Customers place greater faith in their colleagues Interviewer 3: People who are more likely to be convinced by influencers are often product that will negatively affect them because they trusted me based on the acquaintances, ano individuals they respect than in the corporations that provide the those who are more socially active and prefer to have the opinion of someone else information that I gave them. products and services they use. who has used the same product or service before they go for the same. According to Interviewer 3: It may be more effective because people have trust on the influencers a new study, nearly three-quarters of Gen Z and millennials in the United States follow Thus, a large number of the population can not expect to be deceiver by their trusted influencers on social media, and the majority trust influencers more than their favorite influencers. Due to the increase in technology people are also using social media celebrities when it comes to brand or product advise. platforms more oftenly. Since the advertising is done on social media the advertisements are made to be attractive and appear to be more real. 15. What impact do you think influencer marketing will have on society? Interviewer 1: The impact of influencer marketing in society is that it makes people's 13. What target markets or products influencer advertising may be more effective for? preferences change. Influencer marketing generated new ideas that will attract customers. And if their marketing strategy hits a various number of people, then most Interviewer 1: Target markets or products influencer, advertising may be more of the people in a society will change their preferences. effective for products that can be used by people in their daily lives. Products that use Example: New trend of clothes. in everyday lives like skincare products, and food products are products that are Interviewer 2: Influencer marketing has a lot of impact on the society. We can clearly see needed to be advertised well. One of the reasons is that there are a lot of competitors that in our surroundings as people are actively following these trends, are buying what in these types of products. And having a product influencer is a great help for a their favourite influencer is promoting/using just on the words and trust of that influencer. product to be patronized, mostly if the influencer is famous and known by many There is no need of a physical showroom and thus these influencers, are having a lot of people. impact on the market. They can easily promote any kind of a product for which they are Interviewer 2: Influencer Advertising is perfect for the target market which consists of being paid for and increase its awareness and sales. the youth in the age group of 15 - 35. They are the people who are more into the platforms Interviewer 3: Influencers use social media to start conversations, increase which enable influencers to market products and help spread the word. These are the people/ targets who use the platforms like Insta/FB/etc where most of the influencers are engagement, and set cultural trends. Social media influencers are more popular with audiences than celebrities Influencers, are early adopters of new products and avtive. In terms of products, we can say that items like cosmetics, clothing, fashion, services, causing their audiences to want them. Influencers, can generate trends and technology and food & Beverages are the most widely promoted ones. influence their followers' purchasing decisions based on this trust. As a result, they Interviewer 3: Influencer marketing is effective because it employs strategies such as employ influence psychology to connect with and engage their audience. Influencers, word-of-mouth marketing and social proof, both of which are now essential assist these firms reach a much larger audience because of their tremendous impact. components of any successful marketing strategy. Customers have more faith in their peers, acquaintances, and people they like than in the firms that sell the products and services they use. 16. If you were an influencer, would you recommend a product to your followers that you know nothing about? Interviewer 1: No. I will not recommend a product that I know nothing about. Advertising products that I don't have an idea what it is will just cause a 14. Which types of people are more susceptible to influencers? negative impact. It may cause harm to the customers and as an influencer, if I Interviewer 1: People who are quick to believe in what they see. Some people quickly advertise a product and followers purchase and use it and it harms them, then it will believe that a product is effective when the influencer is famous or he/she is great at destroy my reputation. speaking. The fact that there are people that are not doing some research because Interviewer 2: Had I been an influencer, I would never promote a product about which I it's just a waste of time for them. They just believe mostly if the product is in trend. have no clue. Only after using it, knowing about it and understanding that the product is safe and effective, then only I will promote it as if something goes wrong, the public will be Interviewer 2: People who are mostly active on Social Media channels and are well harmed and that is not a good thing for me to do. versed with the technology are usually the ones who follow these influencers actively. It usually consists of people in the age group of 15 - 35, the younger generation of the