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Celebrity endorsement

Do you follow any celebrities on social media platforms?

Yes

If answered yes, how many?

3-5

5-10

10-20

20+

3. If yes, what sort of celebrities do you choose to follow?

Sports stars

Social media influencers/YouTubers

Actors

Singers

Reality TV stars

TV personalities (such as Ant and Dec, Holly Willoughby)

4. For what reason do you follow these celebrities?

I have a genuine interest in their lives/like to keep up with their life

I like to consume celebrity news

It is an insight into their day to day life

I like to see what products/services they use

I identify with them

Other

Please Specify:

5. If a celebrity you follow promotes a product/service, are you more likely to use it yourself?

Yes

6. If yes, why (if answered no to previous question, go to question 7)?

I want to use it and be more like them

I trust their opinion and if they think it is a good product, it must be

I got a discount code provided

Other

Please Specify:

If no, why not?

I suspect their being paid for endorsement and therefore cannot believe they truly use this product

Don’t want them to gain financially if I buy this product

I like to form my own opinions on products before I purchase them

Other

Please Specify:

5. Do you recall seeing a celebrity endorsed product advertised in the last 7 days, be it on TV, social media?

Yes

6. Do you currently use/have previously used/bought products because it was advertised by a celebrity?

Yes

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