How influencers use hate-watching and online backlash as deliberate strategies for engagement and growth

Researcher Information

Logan Maclean, BA (Hons) Media & Communication

Glasgow Caledonian University

LMACLE220@CALEDONIAN.AC.UK

Introduction

I am an undergraduate student undertaking research for my final-year dissertation. You are invited to take part in a research study exploring how audiences engage with influencers, including behaviours such as hate-watching and responses to online backlash. Before deciding to participate, please read the following information carefully. You may ask questions or withdraw at any time without giving a reason.

Purpose of Study

The aim of this study is to gain insight into how audiences perceive and engage with influencers, including content they may find irritating, controversial, or disagreeable. Your responses will be used to build an understanding of audience motivations and the role of online backlash in influencer engagement and growth.

What Participation Involves

If you choose to take part, you will complete an anonymous online survey lasting approximately 10-15minutes. All questions are optional, and you may skip any question you do not wish to answer. Participation is entirely voluntary, and you may stop the survey at any time. Responses are anonymous and contain no identifying information.

Confidentiality & Data Protection

· All responses are anonymous.
· Data will be stored securely in accordance with GDPR and university data protection policies.
· Only the researcher and dissertation supervisor will have access to the data.
· Results will be reported in and may be included in the final dissertation or future academic outputs.

Benefits

There are no direct personal benefits for participation. However, your input will contribute to academic research.