Marketing and Audience Analytics - Qualitative Project (XianY: 3/9/2021)

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XIANYtranscript.zip

XIANY transcript/Transcript 3.docx

Date of Interview: 19/08/2021

Respondent: Female, 25

Interview Topic: Digital Influencers

Interviewer: Thank you for agreeing to participate in this interview. In order to be able to answer the questions, you must be an Australian adult who actively follows and engages with at least one digital influencer. By “digital influencer,” I mean someone who has a large following on social media platforms like Instagram, Facebook, Snapchat, Twitter, Linkedin, or video platforms like YouTube or some other type of blog. They usually influence a particular topic like fashion, food, or sport, and occasionally, brands incentivize them to post sponsored content. Do you actively follow and engage with someone like this online?

Respondent: Yes, I am

Interviewer: There are no right or wrong answers to the questions that we will discuss. I am simply interested in your opinions and experiences. Please feel free to elaborate on your responses, as the extra detail will help to answer my research questions. This is a completely confidential conversation. Your name will not be linked to your responses in the final report, and your details will not be used for any other purpose by QUT.

Interviewer: Today’s process involves an interview. I expect it will take about 30 minutes. Are you over 18 years of age?

Respondent: Yes

Interviewer: I also, require that you complete the ethical clearance form. The ethical clearance form outlines that the research team will treat your information and details confidentially. Any information discussed here today will not be used to identify you in any publications or conference personally discussions.

Respondent: Ok

Interviewer: How frequently would you say you use social media platforms? Which ones?

Respondent: Everyday/ Instagram

Interviewer: What about video-sharing sites like YouTube? Any blogs?

Respondent: No blog, occasionally open YouTube to watch some interesting videos.

Interviewer: Can you tell me of any digital influencers you actively follow and engage with on these sites? For example, regularly checking their content, liking, commenting, sharing…

Respondent: I followed Kayla Itsines on Instagram. She is an Australian personal trainer and entrepreneur. She often publishes some exercise videos, inspiring information and diet tips.

Interviewer: How frequently do you think you engage with posts/content from these digital influencers?

Respondent: Once a week.

Interviewer: What sort of things do you do to engage?

Respondent: Comment on other people's posts or share my life

Interviewer: Can you tell me about any times when you noticed them posting sponsored content?

Respondent: Related to her company.

Interviewer: Did they make it obvious that it was incentivized (sponsored), or was it more subtle?

Respondent: Incentivized.

Interviewer: What are your thoughts on these types of sponsored posts/content?

Respondent: I think it has both positive and negative sides, but I still think it is more positive.

Interviewer: Do you think these types of posts help with brand and product awareness? How so?

Respondent: Yes, we can improve brand awareness through social media, which has become one of the fastest ways to improve brand awareness.

Interviewer: Have you ever bought a product as a result of an influencer’s post?

Respondent: Yes, it happens all the time.

Interviewer: What makes you initially start to follow particular digital influencers?

Respondent: For example, when I see them from other news, I feel interested in them and will pay attention to them through digital media.

Interviewer: Are there certain types of posts that make you more like to engage with them?

Respondent: Those who share their personal life will want me to pay more attention to them.

Interviewer: Is there anything that would make you more likely to engage with a sponsored post?

Respondent: If this sponsored post is pushed on various social software.

Interviewer: Can you think of any reasons why you would deliberately stop following or engaging?

Respondent: If he makes inappropriate remarks or interacts with people I hate.

Interviewer: Do you think some people are more likely to follow digital influencers than others?

Respondent: Younger people.

Interviewer: And are there certain people who are more likely to buy a brand/product due to what the influencer has posted?

Respondent: Fans.

Interviewer: What sorts of people do you think are least likely to do this?

Respondent: A busy office worker or housewife.

Interviewer: Do you think the commercial element turns some people off?

Respondent: Yes, if they have experienced that their products are not as good as advertising, they will have disgust.

Interviewer: Any thoughts on what this all suggests for digital influencers? Or for brands using them in their marketing?

Respondent: Because social media has now existed in everyone's life, it is almost impossible to leave social media. Digital influencers will be easier to create influence and bring more effects through social media.

Interviewer: Is there anything else you would like to add that you think might be helpful for this topic?

Respondent: I want to say to the digital influencers that if they can always bring some positive energy or role models to the people who pay attention to them, the impact on the society will be immeasurable and positive to the society.

Interviewer: Ok, it is done. Thank you for spending your time on the interview.

XIANY transcript/Transcript1.docx

Date of Interview: 17/08/2021

Duration of Interview: 24 minutes

Respondent Age: 22 Years

Respondent Gender: Male

Interviewer: Thank you for agreeing to participate in this interview. In order to be able to answer the questions, you must be an Australian adult who regularly plays digital games – specifically you need to be someone who plays digital games at least once a week, and you need to have played at least one game ongoing for 6 months or more. Do you fit that description?

Respondent: Yes.

Interviewer: Today’s process involves an interview. I expect it will take about 30 minutes. I would like to record the interview, so that I can transcribe the conversation for analysis purposes. Is that okay?

Respondent: okay.

Interviewer: Are you over 18 years of age? There are also no right or wrong answers for this interview

Respondent: Yes.

Interviewer: How frequently would you say you play digital games?

Respondent: Every day.

Interviewer: Do you have a preference for certain types of game platforms (e.g., PC games, console games, mobile device games)? And could you tell me why?

Respondent: PC games, computer games are more interesting and can be played with friends.

Interviewer: As far as I know, play station or mobile games can also be connected with other people. Is there any special element in PC games which makes you particularly prefer this game platform?

Respondent: The keyboard is easy to operate and control, and the handle is a little difficult to operate.

Interviewer: Any preference in terms of free versus paid games?

Respondent: I only play free games.

Interviewer: Where do you normally play digital games?

Respondent: At home.

Interviewer: Is this usually at particular times of the day? Why is that?

Respondent: I basically wait for my friends to play after work.

Interviewer: When you reflect on the types of games you play, are these generally single player games or multi-player games?

Respondent: Multi-players.

Interviewer: Could you brief explain the difference between these two forms of games for you?

Respondent: Single player games are boring for me, because I still enjoy playing games with my friends.

Interviewer: Do you feel differently playing a game against a computer as opposed to a real person?

Respondent: Live action games are more exciting.

Interviewer: What about against unknown strangers as opposed to friends?

Respondent: When playing with strangers, you need to consider each other's feelings. Do you play badly and make strangers angry? There are many aspects to think about.

Interviewer: Have you ever gotten to know other people through a digital game?

Respondent: Yes.

Interviewer: What types of things initially make you want to try a new game?

Respondent: If there is a better fashion or plot in the game, it will attract me.

Interviewer: Can you tell me more about that?

Respondent: Many games will have a huge background story, and then have a very rich and colorful plot, which makes people feel as if they are personally experiencing the plot, which will make people feel very interesting, rather than the same plot experience.

Interviewer: And what keeps you playing it?

Respondent: I'm very tired at work. I want to relax myself through games. I can also play with my friends and enjoy social life. So, I keep playing games.

Interviewer: Does anything in particular turn you off a game?

Respondent: When the game starts boring, there is no new content.

Interviewer: How important to you is the competitive aspect of gaming?

Respondent: Competitive content can be stimulating and not boring.

Interviewer: Do you normally interact with other players via the game?

Respondent: Yes.

Interviewer: How important is this social aspect to you?

Respondent: The social networking in the game is very simple, without too much suspicion, very happy.

Interviewer: What are your thoughts on the social aspects of digital games as opposed to social media?

Respondent: You can also make good friends in the game. You can make friends through the game, and then you can become good friends.

Interviewer: Any thoughts on the commercial side of gaming? For example in-game advertising, in-game purchases, paid versus free games, etc?

Respondent: In the digital media era, advertising is essential. I also saw the advertisement and began to play a game. But it needs an appropriate amount, not too much advertising, causing people's boredom.

Interviewer: Do you think some people are more likely to play digital games than others? Who are they?

Respondent: People with too much pressure, they may want to relieve the pressure through games.

Interviewer: What sorts of people do you think are least likely to play?

Respondent: Office workers who always need to work overtime have little time to play games.

Interviewer: Do you think there are commercial elements that turn some people off?

Respondent: Yes.

Interviewer: Any thoughts on what this all suggests for game developers, or marketers?

Respondent: Proper advertising will not arouse people's disgust.

Interviewer: Is there anything else you would like to add that might be helpful for this topic?

Respondent: That’s all.

XIANY transcript/Transrcipt 2.docx

Date of Interview: 17/08/2021

Duration of Interview: 20 minutes

Respondent Age: 25 Years

Respondent Gender: Female

Interviewer: Thank you for agreeing to participate in this interview. In order to be able to answer the questions, you must be an Australian adult who regularly plays digital games – specifically you need to be someone who plays digital games at least once a week, and you need to have played at least one game ongoing for 6 months or more. Do you fit that description?

Respondent: Yes.

Interviewer: Today’s process involves an interview. I expect it will take about 30 minutes. I would like to record the interview, so that I can transcribe the conversation for analysis purposes. Is that okay?

Respondent: Okay.

Interviewer: Are you over 18 years of age? There are also no right or wrong answers for this interview.

Respondent: Yes.

Interviewer: How frequently would you say you play digital games?

Respondent: Every day.

Interviewer: Do you have a preference for certain types of game platforms (e.g., PC games, console games, mobile device games)? And could you tell me why?

Respondent: PC games. Because at present, the PC games I play are played with my friends.

Interviewer: Any preference in terms of free versus paid games?

Respondent: If a game is fun, I will play it even if I pay. But if a game is not fun, I won't play it for free.

Interviewer: Where do you normally play digital games?

Respondent: In my bedroom.

Interviewer: Is this usually at particular times of the day? Why is that?

Respondent: I basically start playing around 7 p.m. and play until around 11 p.m. Because at that time, friends are free, we can play together.

Interviewer: When you reflect on the types of games you play, are these generally single player games or multi-player games?

Respondent: Multi-player games

Interviewer: Could you tell me more about this?

Respondent: Because I think the game is of course to play with friends. The more people play, the happier they are. If you play single player games, it may be a little boring.

Interviewer: Do you feel differently playing a game against a computer as opposed to a real person?

Respondent: The modes of PC games are basically the same, not as vivid and changeable as real-life games.

Interviewer: What about against unknown strangers as opposed to friends?

Respondent: It must be more fun to play with friends. If you play with strangers and don't know each other, it may be easier to produce contradictions.

Interviewer: Have you ever gotten to know other people through a digital game?

Respondent: NO

Interviewer: But according to what you said earlier, you prefer to play is multi-player online games. Isn't this kind of game easier to meet strangers?

Respondent: I like playing games with my friends, but I don't take the initiative to talk to strangers.

Interviewer: What types of things initially make you want to try a new game?

Respondent: If this game is fun and can be played by many people, I will try.

Interviewer: And what keeps you playing it?

Respondent: My friends insist on playing with me, and I will always play.

Interviewer: Does anything in particular turn you off a game?

Respondent: If this game needs a lot of money to make myself stronger, I will be bored.

Interviewer: How important to you is the competitive aspect of gaming?

Respondent: The most important thing.

Interviewer: Why is this important to you?

Respondent: Playing games is naturally for competition. It's exciting to compete in the game world.

Interviewer: Do you normally interact with other players via the game?

Respondent: Yes, I always make voice calls with my friends when I play games.

Interviewer: How important is this social aspect to you?

Respondent: In game social networking is not very important to me because I already have friends to play with me.

Interviewer: What are your thoughts on the social aspects of digital games as opposed to social media?

Respondent: The social relationship in the game is very simple. Only the game is considered, and there is no need to consider other aspects.

Interviewer: Any thoughts on the commercial side of gaming? For example in-game advertising, in-game purchases, paid versus free games, etc?

Respondent: If advertising doesn't affect the game experience, I think it's okay.

Interviewer: Do you think some people are more likely to play digital games than others? Who are they?

Respondent: Maybe junior high school students and senior high school students. Because they want to ease the pressure brought by learning through video games.

Interviewer: What sorts of people do you think are least likely to play?

Respondent: The elders.

Interviewer: Why do you think these people are less likely to play digital games? Do they have any common characteristics?

Respondent: The ability of the elderly to accept new things is not very high, so it will be more difficult for them to accept and play games.

Interviewer: Do you think there are commercial elements that turn some people off?

Respondent: Some game advertisements seriously affect the gaming experience.

Interviewer: Any thoughts on what this all suggests for game developers, or marketers?

Respondent: Of course, advertising is OK, but remember not to affect the player's experience, otherwise it will make people hate the game.

Interviewer: Is there anything else you would like to add that might be helpful for this topic?

Respondent: I think that is all.