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Perceived Authenticity of Micro & Mega Influencers on TikTok

By participating in this survey, you confirm that you are 18 years of age or older. Your participation is voluntary. By completing and submitting this form, you give your consent for your responses to be collected and used for the purposes of an academic dissertation. All data will be handled confidentially and used solely for research purposes.

 Micro-influencer - less than 100,000 followers

 Mega-influencer - over 1,000,000 followers

How old are you?

On average, how much time do you spend on TikTok, per day?

On average, how much time do you spend on TikTok, per day?
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When you see #ad on a TikTok video, how much does it affect your trust in a micro-influencer?

When you see #ad on a TikTok video, how much does it affect your trust in a micro-influencer?
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When you see #ad on a TikTok video, how much does it affect your trust in a mega-influencer?

When you see #ad on a TikTok video, how much does it affect your trust in a mega-influencer?
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"Micro-influencers are more honest than mega-influencers when posting sponsored content." To what extent do you agree with this statement?

"Micro-influencers are more honest than mega-influencers when posting sponsored content." To what extent do you agree with this statement?
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How transparent do you believe influencers are when they disclose sponsorships?

How transparent do you believe influencers are when they disclose sponsorships?
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How authentic do you find sponsored content from micro-influencers?

How authentic do you find sponsored content from micro-influencers?
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How authentic do you find sponsored content from mega-influencers?

How authentic do you find sponsored content from mega-influencers?
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Overall, which influencer type do you find more trustworthy when posting a sponsored TikTok?

Overall, which influencer type do you find more trustworthy when posting a sponsored TikTok?
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How connected do you feel to influencers you regularly watch on TikTok?

How connected do you feel to influencers you regularly watch on TikTok?
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"I find micro-influencers more relatable than mega-influencers." To what extent do you agree with this statement?

"I find micro-influencers more relatable than mega-influencers." To what extent do you agree with this statement?
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"Feeling personally connected/​relating to an influencer makes me more likely to trust their sponsored content." To what extent do you agree with this statement?

"Feeling personally connected/​relating to an influencer makes me more likely to trust their sponsored content." To what extent do you agree with this statement?
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How likely are you to “like” or "comment" on a sponsored TikTok from a micro-influencer?

How likely are you to “like” or "comment" on a sponsored TikTok from a micro-influencer?
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How likely are you to “like” or "comment" on a sponsored TikTok from a mega-influencer?

How likely are you to “like” or "comment" on a sponsored TikTok from a mega-influencer?
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How likely are you to consider buying a product recommended by a micro-influencer from a sponsored post?

How likely are you to consider buying a product recommended by a micro-influencer from a sponsored post?
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How likely are you to consider buying a product recommended by a mega-influencer from a sponsored post?

How likely are you to consider buying a product recommended by a mega-influencer from a sponsored post?
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