Consent Form
Research Title:
Examining the effectiveness of KOLs on online social media and their impact on the brand image of
skincare products: A study of The Body Shop in Hong Kong
You are invited to participate in a research study conducted by [Student Researcher Name] of the
Department of Business Administration, Hong Kong Shue Yan University, under the guidance of
[Name of Professor].
PURPOSE OF THE STUDY
The purpose of this proposed research is to present a study on the influence of KOL effectiveness
on brand image in the context of online social media. Specifically, the objectives of this research
are:
1. To examine influence of the KOL characteristics (familiarity, trustworthiness, and expertise)
on KOL effectiveness.
2. To examine influence of the KOL effectiveness on brand Image.
PROCEDURES
I would like to invite you to participate in my research study. This Internet questionnaire should
take about 10 minutes to complete. To be qualified to fill in this questionnaire, you:
1. are aged 18 or older, and
2. have visited the Body Shop’s social media, such as Instagram, Facebook, TikTok, Twitter
and YouTube, to view the Body Shop’s KOLs' recommendations at least once in the past
month.
POTENTIAL RISKS / DISCOMFORTS AND THEIR MINIMIZATION
There are no known risks and discomforts.
COMPENSATION FOR PARTICIPATION
There is no compensation to fill in this questionnaire.
POTENTIAL BENEFITS
There are no direct benefits to you. However, the results of this research project can provide
valuable information on examining KOL effectiveness on online social media and its impact on
skincare brand image.
CONFIDENTIALITY
The collected data will be treated as anonymous and analyzed collectively, without identifying
individual responses. All collected information will be password protected and stored on a personal
computer to ensure its security.
DATA RETENTION
All collected data will be stored until 31 December 2024. All data and materials will be kept
confidential and will only be used for research purposes and destroyed after the completion of the
research.
PARTICIPATION AND WITHDRAWAL
Your participation is entirely voluntary. You are free to refuse to participate or to withdraw at any
stage of the Internet questionnaire survey without assigning any reasons.
QUESTIONS AND CONCERNS
If you have any questions or concerns about the research, please feel free to contact [Student
Researcher Name] at [email address]. If you have questions about your rights as a research
participant, you may contact the Department of Business Administration (e-mail: ba@[Link]).
DISCLAIMER
The data collected and analyzed in this project is intended for research purposes only. While the
researcher takes necessary precautions to ensure the security and confidentiality of the data, Hong
Kong Shue Yan University and the research team cannot guarantee or be held liable for any
unauthorized access or misuse of the data by third parties.
SIGNATURE
For all research study
☐ I _________________________________ (Name of Participant) understand the procedures
described above and agree to participate in this study; and
☐ I ^would / would not like to be identified.
^Delete as appropriate
For the research study where audio / video recording will be made
☐ I ^agree / do not agree to audio / video recording.
^Delete as appropriate
Signature of Participant Date
Date of Preparation of this Consent Form: 18 October 2024
