Employing mixed methods and creative techniques for enhanced questionnaire analysis /
In this study, a mixed methods approach was deployed to investigate how personality traits predispose Generation Z in Ireland to the influence of social media influencers (SMIs). In the context of this research, Generation Z is assumed to include people born from 1995 to 2012. This case study outlin...
| Main Authors: | , |
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| Format: | eBook |
| Language: | English |
| Published: |
London :
SAGE Publications Ltd,
2025.
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| Series: | SAGE research methods. Cases
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | In this study, a mixed methods approach was deployed to investigate how personality traits predispose Generation Z in Ireland to the influence of social media influencers (SMIs). In the context of this research, Generation Z is assumed to include people born from 1995 to 2012. This case study outlines the integration of quantitative and qualitative data to explore the influence of SMIs on the researcher's sample population. The study used a convergent parallel mixed method design, collecting data simultaneously. The newly developed SUSIS questionnaire (SUSceptibility to being influenced by social media influencers) and the HEXACO-PI-R 60-items personality inventory (honesty-humility [H], emotionality [E], extraversion [X], agreeableness [A], conscientiousness [C], and openness to experience [O]) assessed participants' susceptibility to SMIs and their personality traits. This revealed significant correlations through structural equation modeling (SEM), particularly showing that traits like honesty-humility and conscientiousness are linked to lower susceptibility. A qualitative thematic analysis of SUSIS' open-ended questions responses provided deeper insights into motivations for following SMIs, enriching the quantitative findings. The research rigorously applied structural equation modeling for quantitative analysis and thematic analysis for qualitative data, confirming the SUSIS Questionnaire's reliability. This dual-phase approach highlighted the role of personality in SMIs' influence and enriched the understanding of how young people interact with SMIs' content. Addressing ethical considerations ensured the integrity of the findings. My study demonstrates the value and complexity of mixed methods research in uncovering nuanced digital social dynamics, offering insights for future digital education, marketing communication strategies, and policy-making. |
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| Physical Description: | 1 online resource : illustrations. |
| ISBN: | 9781036209919 1036209911 |