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asked participants to write in their age. After these two questions were answered, participants looked at a three specific Instagram post for each marketing technique. They were then asked four questions after each image shown. Each questionnaire consisted of 14 questions with three images attached to them. I decided to distribute the questionnaires via Facebook because it is a simple survey that can be done on the Internet. Facebook also receives a lot of daily traffic. I had around 98 responses for each survey by the end of the day. Measures Participants answered each of the four questions for each of the three posts in their version of the questionnaire. Under each Instagram post, there were four similar questions asked that were the dependent measures. The questions were asked in a Likert scale form. The dependent measures were measures of familiarity, likelihood to follow, likelihood to shop the company’s website and likelihood of telling their friends. For the measure of familiarity, the answers ranged from Not at all familiar (1) to Extremely familiar (5). When measuring likelihood to follow, likelihood to shop the company’s website, and likelihood of telling their friends, they were all asked in a Likert scale form as well. Participants were asked to choose from Very unlikely (1) to Very likely (5). Due to the amount of questionnaires I distributed, I did a reliability analysis test on all three. I was looking for reliability of responses within each questionnaire. I wanted to see if each participant that was responding to each of the three instantiations of the marketing technique were answering similarly. To do this, I calculated the Cronbach’s alpha for each question for all three questionnaires. For the Customer questionnaire,.Cronbach’s alpha for Familiarity of the Company and Likelihood of Following were .42 and .43. For Likelihood of Visiting the Website and Likelihood to Tell Your Friends, it was .55 and .68. For the Celebrity questionnaire, Ha 11PDF Image | Experiment: Instagram Marketing Techniques and Their Effectiveness
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