Table 4.

8:Use of Influencer Discount Codes

Interpretation:
This table shows that The majority of respondents either rarely or never use them (52.63%),
indicating that many consumers are not highly influenced by these promotions.However, a
notable portion (30.26% sometimes and 15.79% often) does engage with these discounts
occasionally .The very low percentage (3.95%) of people who use them very rarely.

To find the mean score ,we need to assign numerical values to each response
category.Weights assigned are very often (5), often (4), sometimes (3), Rarely (2), Never
(1).The mean response of 2.45 indicates that, on average, people lean towards "Rarely"
using discount codes or affiliate links shared by influencers, but some do so
"Sometimes."This suggests that while a portion of respondents occasionally use these links,
a significant number do not use them frequently. The overall trend shows low engagement
with influencer-shared discount codes.

Table 4.9:Frequency of Following Social Media Influencers

Interpretation: This table shows that Most respondents (50%) are neutral, meaning they
neither actively follow nor completely avoid social media influencers.A significant portion
(34.21%) disagrees or strongly disagrees with following influencers, Only 15.79% agree that
they follow social media influencers, and none strongly agree.

To find the mean score ,we need to assign numerical values to each response
category.Weights assigned are Strongly Agree (5), Agree (4), Neutral (3), Disagree (2),
Strongly Disagree (1).The mean response is 2.72, which is closer to Neutral but slightly
leaning towards Disagree.This suggests that, on average, respondents do not strongly follow
social media influencers, but they do not completely reject them either.

Table 4.10:Trust in Influencer Recommendations

Interpretation: This table shows that Most people are neutral (50%), meaning they neither
trust nor distrust influencers completely.A significant portion disagrees (27.63%) or strongly
disagrees (6.58%), Only 15.79% agree, and no one strongly agrees (0%), indicating a lack
of strong confidence in influencer recommendations.

To find the mean score ,we need to assign numerical values to each response
category.Weights assigned are Strongly Agree (5), Agree (4), Neutral (3), Disagree (2),
Strongly Disagree (1).The mean (average) score for the responses is 2.75, which is between
"Disagree" and "Neutral" This suggests that, on average, respondents lean slightly towards
being neutral but still show some skepticism about trusting product recommendations from
influencers.
Table 4.11:Preference for Influencer-Partnered Brands

Interpretation:This table shows that Most respondents (57.89%) remain neutral, indicating
that influencer partnerships are not a major deciding factor for them.More people disagree
(27.63%) than agree (14.48%),Only 1.32% strongly agree, meaning very few people are
highly influenced by such collaborations.

To find the mean score ,we need to assign numerical values to each response
category.Weights assigned are Strongly Agree (5), Agree (4), Neutral (3), Disagree (2),
Strongly Disagree (1).The mean response is 2.86, which is close to Neutral but slightly
leaning towards Disagree . This suggests that, on average, respondents do not strongly
prefer brands collaborating with influencers, but they are not completely against it either. The
general sentiment is indifference with a slight negative tendency.

Table 4.12:Influencers Increase Brand Awareness

Interpretation: This table shows that A majority of respondents (42.11%) agree that
influencers help brands gain more visibility.A significant portion (36.84%) remains neutral,
indicating some uncertainty or mixed opinions.While 17.11% disagree, no one strongly
disagrees, showing that influencer marketing is generally seen as beneficial, but not
overwhelmingly so.

To find the mean score ,we need to assign numerical values to each response
category.Weights assigned are Strongly Agree (5), Agree (4), Neutral (3), Disagree (2),
Strongly Disagree (1).The mean score of 3.33 suggests that the average response is
between Neutral (3) and Agree (4). This means that, on average, respondents lean towards
agreeing that influencers help brands gain more visibility, but there is still some level of
neutrality in the responses.

Table 4.13:Too Much Influencer Marketing Feels Inauthentic

Interpretation: This table shows that 47.37% (36 respondents) selected Neutral, meaning
they neither agree nor disagree strongly.28.95% (22 respondents) Agree, while 2.63% (2
respondents) Strongly Agree → indicating that about 31.58% believe too much influencer
marketing reduces brand authenticity.19.74% (15 respondents) Disagree, and 1.32% (1
respondent) Strongly Disagree.

To find the mean score ,we need to assign numerical values to each response
category.Weights assigned are Strongly Agree (5), Agree (4), Neutral (3), Disagree (2),
Strongly Disagree (1).The mean score of 3.12 represents "Neutral", the average response
leans slightly above neutral.This means that while many respondents are unsure, there is a
slight tendency toward agreement that excessive influencer marketing reduces brand
authenticity.

Table 4.14:Concerns About Influencer Promotions

Interpretation:Majority Neutral or Concerned: The largest portion of respondents (42.11%)

selected "Neutral," meaning they neither strongly agree nor strongly disagree. However, a
significant percentage (30.26%) agreed with the statement, and 14.47% strongly agreed.
This suggests that more than 44% of respondents are concerned about influencers
promoting products primarily for financial gain.Some Disagree: Only 13.16% disagreed, and
no one strongly disagreed.

To find the mean score ,we need to assign numerical values to each response
category.Weights assigned are Strongly Agree (5), Agree (4), Neutral (3), Disagree (2),
Strongly Disagree (1).The mean response of 3.46 suggests that, on average, people slightly
agree with the statement that influencers promote products primarily for money, regardless
of quality. The result leans towards agreement but is not overwhelmingly strong.

Table 4.15:Likelihood of Sharing Influencer-Recommended Products

Interpretation:The majority of respondents (46.05%) remain neutral, suggesting they may not
be strongly influenced or are unsure about sharing influencer-promoted products.A
combined 35.53% (Agree + Strongly Agree) are likely to share, showing that influencer
promotions can have a notable impact.Meanwhile, 18.42% (Disagree + Strongly Disagree)
are against sharing, indicating that some people do not trust or feel compelled to share such
products.

To find the mean score ,we need to assign numerical values to each response
category.Weights assigned are Strongly Agree (5), Agree (4), Neutral (3), Disagree (2),
Strongly Disagree (1).The mean response score is approximately 3.16, which is closest to
the "Neutral" category (3). This suggests that, on average, respondents are slightly leaning
towards neutrality when it comes to sharing a product discovered through an influencer.

Table 4.16:New Brand Discovery Through Influencers

Interpretation:
A significant portion of respondents remain neutral (39.47%), suggesting that influencer
promotions do not strongly impact their brand discovery."Agree" (38.16%) and "Strongly
Agree" (2.63%) together make up about 40.79% of the response."Disagree" (14.47%) and
"Strongly Disagree" (5.26%) total 19.73%.
To find the mean score ,we need to assign numerical values to each response
category.Weights assigned are Strongly Agree (5), Agree (4), Neutral (3), Disagree (2),
Strongly Disagree (1).The mean response score is approximately 3.18, indicating that the
overall sentiment is slightly above neutral, leaning toward agreement. This suggests that, on
average, respondents tend to acknowledge influencer promotions as a way of discovering
new brands, but not strongly.

Table 4.17:Influencer Promotion and Website Visits

Interpretation:A large portion (46.05%) remains neutral, meaning influencer promotions do

not strongly affect their decisions.However, more people agree (27.63%) than disagree
(18.42%), indicating that influencer marketing does influence a notable segment of
consumers.Only a small fraction (3.95%) strongly agrees that influencers significantly impact
their decisions, while an equally small group strongly disagrees.

To find the mean score ,we need to assign numerical values to each response
category.Weights assigned are Strongly Agree (5), Agree (4), Neutral (3), Disagree (2),
Strongly Disagree (1).The mean score of 3.09 is slightly above neutral, indicating that, on
average, respondents lean slightly towards agreeing with the statement.

However, the score is very close to 3 (Neutral), suggesting that influencer marketing does
not have a strong impact on most people's decision to visit a brand’s website.