This research project investigates how different types of Instagram video content (Influencer-sponsored versus brand-produced ads) affect Gen Z consumers, to determine whether content type influences their perceived ad value, engagement, and intention to purchase the advertised product.
The research forms part of my MSc in Marketing qualification at Henley Business School at the University of Reading.
You have been approached because you are an active Instagram user and fall within the Gen Z age group.
I would be very grateful if you would agree to take part by completing this questionnaire online after watching a short Instagram-style video.
Responses are anonymous, and individual respondents will not be identified by name in the final report. All data will be securely stored on the University of Reading’s OneDrive and handled in accordance with university data protection policies.
The project has been subject to ethical review following the procedures specified by the University of Reading Research Ethics Committee and has been given a favourable ethical opinion for conduct.
By completing and returning the questionnaire, you will be understood to be aged 18 or over and will be asked to give consent for your responses to be used for this research project.
Many thanks for your support.