Table 2 Demographic profile of the respondents Source: Researcher’s computation
Characteristics | Category | Frequency (N) | Percentage (%) |
|---|---|---|---|
Sex | Male | 294 | 52 |
Female | 271 | 48 | |
University level education | 1st year | 141 | 25 |
2nd year | 124 | 22 | |
3rd year | 109 | 19.25 | |
4th year | 97 | 17.25 | |
MBA | 93 | 16.5 | |
Do you use any social media platforms? | 558 | 98.85 | |
[Choose multiple if applicable] | 448 | 79.25 | |
YouTube | 482 | 85.3 | |
Do you follow any social media micro-celebrities? | Food vloggers | 401 | 70.9 |
[Choose multiple if applicable] | Beauty vloggers | 218 | 38.65 |
Travel vloggers | 361 | 63.85 | |
Lifestyle/fashion vloggers | 270 | 47.8 | |
Health and Fitness | 261 | 46.25 | |
Educational vloggers | 353 | 62.45 | |
Motivational vloggers | 246 | 43.55 | |
Tech-based vloggers | 274 | 48.5 | |
Gaming vloggers | 145 | 25.65 | |
Others | 52 | 9.2 | |
Do micro-celebrity posts motivate you to search further? | Yes | 486 | 86.1 |
No | 79 | 13.9 | |
Last six months, how often did you purchase on online platforms? | 0–5 times | 345 | 61.1 |
6–10 times | 101 | 17.75 | |
More than ten times | 119 | 21.15 |