Consumer Perception of TikTok & Instagram Survey

SECTION 1: SCREENING

1.Do you currently use both TikTok and Instagram?

Yes

No

SECTION 2: SOCIAL MEDIA USAGE INTENSITY (CONTROL VARIABLE)

SECTION 3: PERCEIVED AUTHENTICITY (TikTok vs Instagram)
Likert scale

6.Influencer promotions on TikTok feel natural rather than scripted.

7.Influencer promotions on Instagram feel natural rather than scripted.

8.TikTok allows brands to communicate in a more relatable way than Instagram.

SECTION 4: INFLUENCER CREDIBILITY

9.Influencers I follow on TikTok are knowledgeable about the products they promote.

10.Influencers I follow on Instagram are knowledgeable about the products they promote.

11.I consider TikTok influencers trustworthy sources of product information.

12.I consider Instagram influencers trustworthy sources of product information.

SECTION 5: BRAND TRUST

15.Brands promoted through TikTok influencers appear honest.

16.Brands promoted through Instagram influencers appear honest.

SECTION 6: CONTENT FORMAT EFFECT (SHORT-FORM VIDEO vs CURATED VISUALS)

17.Short-form videos increase my confidence in a brand’s credibility.

18.Highly curated visual posts increase my confidence in a brand’s credibility.

SECTION 7: BEHAVIORAL ENGAGEMENT INDICATORS

19.I am more likely to like brand posts on TikTok.

20.I am more likely to like brand posts on Instagram.

21.I am more likely to comment on brand posts on TikTok.

22.I am more likely to comment on brand posts on Instagram.

23.I am more likely to share brand content on TikTok than Instagram.

24.I am more likely to save brand content on Instagram than TikTok.

SECTION 8: PURCHASE INTENTION

25.I am more likely to purchase products promoted on TikTok.

26.I am more likely to purchase products promoted on Instagram.

27.Authentic influencer content increases my likelihood of purchasing a product.

SECTION 9: PLATFORM COMPARISON PREFERENCE

28.Which platform do you trust more when evaluating a brand?

TikTok

Instagram

Both equally

Neither

SECTION 10: DEMOGRAPHICS

29.Q30 Age

18–19

20–21

22–23

24+

30.Q31 University status

Undergraduate student

Graduate student

Employed

Other

31.Q32 Monthly personal spending level

Less than 1000 EGP

1000–3000 EGP

3000–6000 EGP

More than 6000 EGP