Alongside my team, I set out to conduct a research study among our college-aged peers to determine the affect of influencer marketing (and transparency regarding sponsorships) on their consumer decisions. We utilized Qualtrics to ask questions to students and gather both relevant quantitative and quantitative data, beginning with demographic information and lifestyle cues (i.e. how many hours spent on social media daily).

We presented the data we gathered in easily digestible graphics. While the majority of young adults 18-22 are exposed to the most product and brand advertising through social media influencers, our findings showed that it’s a very even split between those who value or act upon influencer promotions versus traditional forms of advertising.