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Evaluation

Isabella Campos

My research project question is What influences follower gain on Instagram for those in the
14-18-year-old demographic? This topic is of interest to me due to my love for social media, and the fact
that many often ask me how to gain followers, and I am unable to give an answer. Originally I began with
the topic of social media and later delved deeper into the subtopic of follower gain, from the use of a lotus
diagram and mindmap.To obtain primary source information I constructed a survey, from which I gained
qualitative and quantitative information. A survey with a well known Instagram user was also undertaken
to gain more extensive information. Comparing this data with secondary sources, I was then able to come
to multiple conclusions. My outcome was originally going to be in a magazine article format, however due
to running out of time, it took the form of an essay displaying my key findings instead. It was found that
follower gain is mostly driven by the common interests of the age category, however, there are particular
measures that can be taken in order to influence follower gain within the age demographic.

Key Research Processes


My research project topic question was originally How do societies demographics influence the likelihood
of follower gain on Instagram? but was later changed to What influences follower gain for those that fit
into the 14-18-year-old demographic? I made this change in response to the panelists feedback in my
panel presentations, where they stated that societies demographics were too broad, and therefore in
need of refinement.
The first key research process I used was that of a lotus diagram, which helped me to generate a number
of ideas in regards to my question. It helped me to delve deeper into the topic of social media, followers,
and finally follower gain. This provided me with a helpful start to my project, as I was able to find the best
possible idea, considering all possibilities.
To obtain primary information that was easily accessible, I constructed a survey on SurveyMonkey to
administer easily online. This turned out to be a successful platform, as I received over 450 responses
from my Facebook friends, who are the target demographic. The answers I received were both
quantitative and qualitative, as I had structured questions that received both numbered and worded
responses. This process was extensive, as I was able to draw conclusions from the sample size. Some of
the key findings I obtained were that females are more likely to be avid Instagram users as opposed to
males, and that there are multiple account categories of the highest appeal to the target audience of
14-18-year olds. As respondents were assured of their confidentiality and the respondents were
anonymous, they would have been more likely to be honest and unambiguous with their answers,
resulting in more accurate data. Some possible limitations are that the respondents may not have felt
encouraged to provide extensive answers, and also they may not be fully aware of some aspects of their
answers, due to lack of memory on the subject. For example, things may not have come to mind at the
time in regards to qualitative answers, however, if they were given the option for those particular answers
they may have agreed. This process had the greatest impact on my outcome, as it was my major source
of information that I then corroborated with secondary sources.
To cross-reference my sources, therefore making the data more reliable, I took to the internet to find
secondary sources of similar data. This method was relatively effective due to the ease of access and low
cost to acquire the information. The information I found helped to clarify my primary research, therefore
helping to build my research question. A possible limitation was that, depending on the source, the
information may not have been of high quality, resulting in less reliable data. I mostly came across
information from magazine articles and blogs, as Instagram generally isnt a subject of academic
research. Instead, it is more of a commercial interest, therefore market research companies are the most
likely to be conducting the information. These companies are also most probable to charge people for the
information, therefore making it unlikely for myself to find in-depth articles on the subject for no cost.
Finally, the last primary source of information came from an interview with a popular Instagram user, who
has gained a large following online. This interview was useful to obtain detailed information on the subject
of both follower gain and social media marketing, in regards to her personal opinions and perceptions. As
she is evidently experienced in the field, it was a method that produced reliable data, that created an extra
element to my research project.

Challenges and Opportunities


The first challenge I came across was that there was a limited number of responses that could be
collected within the free version of SurveyMonkey. I wanted a relatively wide range of results in order for
my collected data to be more reliable, so I tried to find a loophole in order to overcome this problem. After
collecting over one hundred responses on the first survey, I decided to duplicate the survey multiple times
in order to get the utmost possible responses. I then changed the link in the Facebook status I had
posted, so that when respondents clicked on the link they were brought to the new survey so I could
therefore gain more responses. Another problem I came across while writing my outcome, was that there
were relevant questions I wish I could have asked in my survey, however it was too late to alter anything.
To overcome this challenge, I researched the information through secondary sources instead, to find
other data that substantiated the findings that I was developing.
Once the data was extracted from the surveys, it was crucial for me to find evidence from other sources
online to cross reference and compare information. I found that most of the data from the microcosm of
sample respondents were supported by other sources, hence confirming the reliability and validity of the
sources. However, a large portion of the information I collected from my survey could be considered as
common sense, therefore the reliability was relatively foreseeable.
In terms of the interview I conducted, I was lucky in the sense that I had the opportunity to ask a close
friend with a high following count on Instagram to answer my questions. I believe that if I did not have this
resource at hand, I wouldnt have approached another popular Instagram user as I dont believe the
information gained would be worth asking someone I didnt know personally. However, the information
that I did collect was an interesting addition to my outcome.
To include real-world examples of the benefits of follower gain on Instagram, I linked the tips to gain
followers with information on Instagram for marketing. This added element was utilised to demonstrate
the deeper insight I had gained from my research, on how companies can manipulate Instagram users
with high follower count to advertise their products, therefore being identified for product placement. This
creates a chain effect, with the popular Instagram users followers then seeing the advertisements and
buying the products.
I learnt to understand the ethical appropriateness of my research processes, in order to avoid any harm
following the conduction of my research. Anonymity within surveys and permission from interviewees are
crucial for credible research. If my data had been obtained following the use of manipulation, force,
bribery and such, my information would therefore be considered invalid.
Quality of Outcome
In hindsight to my research project outcome, there were multiple elements that I would have changed. I
would have further refined by questions and improved them prior to distributing my survey, had I the
chance. Having leant from my teachers that time is of the essence when conducting a survey, I realised
that there were multiple questions that were simply a waste of time for the respondents. Another limitation
is that surveys naturally provide opinions, as opposed to expert information. Although many of the
questions were based on personal opinion, there is no way to know whether the statistics are one
hundred percent factual. There were some responses, as noted in my outcome, that possibly could have
been altered for such reasons as to avoid sounding superficial. I also noted that there were more
responses within my survey that I would like to have analysed, however a limitation of SurveyMonkey is
that only one hundred responses can be viewed. Although I did find a loophole to this problem, there were
still some responses that slipped through that I would have liked to have included.
When I analysed the qualitative data within my surveys, I chose to only categorise data from one of my
four surveys. Although the quantitative information was relatively easy to combine, to sift through and
categorise all of the qualitative data would have been too time-consuming, however the information could
have altered my results.
Due to lack of time, I wasnt able to construct the magazine article for my outcome that I wished for, and
instead displayed my findings in an essay format. I believe that due to the creative and interesting topic
question I had chosen, a magazine article would have been more suitable, which is something I would
have worked on if I had a longer time frame.
The highlight to my primary findings is that the secondary sources I obtained corroborated with the
information I had found. One of the key findings of my research project was that females are much more
prominent Instagram users as opposed to males. A problem I came across while conducting my research,
was that a large portion of my survey respondents were female, therefore inevitably altering results.
Although the data showed that there were more females as opposed to Instagram online, there was also
a much higher ratio of females to males as the respondents. Upon further research however, it was found
from Instagram statistics that there is a higher number of female users on the site, which corresponds to
my data. As there are more female users on Instagram, it is therefore more likely that females will
respond to my survey.
I believe the effort I put into constructing my research was extensive, and therefore my outcome
accurately reflects on my achievements. My outcome is of value to myself as I now have a deeper
understanding of what influences follower gain to build my personal Instagram account, and the
information is possibly beneficial to popular Instagram users to understand how companies and marketing
opportunities may induce manipulation.

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