Descriptive data of the survey respondents
| Variable | N | % |
|---|---|---|
| Gender | ||
| Male | 7 | 35 |
| Female | 13 | 65 |
| Education level | ||
| Secondary education | 1 | 5 |
| High school | 1 | 5 |
| Vocational training | 2 | 10 |
| Bachelor’s degree, master’s degree, graduate degree | 12 | 60 |
| Master’s degree | 4 | 20 |
| Age | ||
| 18–24 | 5 | 25 |
| 25–34 | 12 | 60 |
| 35–44 | 2 | 10 |
| 45–54 | 1 | 5 |
| Most used social media Facebook | ||
| 1 | 5 | |
| TikTok | 4 | 20 |
| 15 | 75 | |
| Experience in social media | ||
| 1–3 years | 10 | 30 |
| 3–5 years | 5 | 50 |
| + 5 years | 4 | 20 |
| City | ||
| Marbella | 1 | 5 |
| Toledo | 1 | 5 |
| Guadalajara | 1 | 5 |
| Ciudad real | 1 | 5 |
| Madrid | 5 | 25 |
| Córdoba | 7 | 35 |
| Sevilla | 3 | 15 |
| Santa Cruz de Tenerife | 1 | 5 |
| Main topics mentioned by influencers* | ||
| Food and beverages | 6 | 16 |
| Clothing and accessories | 5 | 13 |
| Art and culture | 4 | 11 |
| Psychology | 4 | 11 |
| Leisure | 3 | 8.10 |
| Stores and shops | 3 | 8.10 |
| Cosmetics and beauty | 3 | 8.10 |
| Education/training | 3 | 8.10 |
| Entrepreneurship | 3 | 8.10 |
| Travel and tourism | 3 | 8.10 |
| Variable | % | |
|---|---|---|
| Male | 7 | 35 |
| Female | 13 | 65 |
| Secondary education | 1 | 5 |
| High school | 1 | 5 |
| Vocational training | 2 | 10 |
| Bachelor’s degree, master’s degree, graduate degree | 12 | 60 |
| Master’s degree | 4 | 20 |
| 18–24 | 5 | 25 |
| 25–34 | 12 | 60 |
| 35–44 | 2 | 10 |
| 45–54 | 1 | 5 |
| 1 | 5 | |
| TikTok | 4 | 20 |
| 15 | 75 | |
| 1–3 years | 10 | 30 |
| 3–5 years | 5 | 50 |
| + 5 years | 4 | 20 |
| Marbella | 1 | 5 |
| Toledo | 1 | 5 |
| Guadalajara | 1 | 5 |
| Ciudad real | 1 | 5 |
| Madrid | 5 | 25 |
| Córdoba | 7 | 35 |
| Sevilla | 3 | 15 |
| Santa Cruz de Tenerife | 1 | 5 |
| Food and beverages | 6 | 16 |
| Clothing and accessories | 5 | 13 |
| Art and culture | 4 | 11 |
| Psychology | 4 | 11 |
| Leisure | 3 | 8.10 |
| Stores and shops | 3 | 8.10 |
| Cosmetics and beauty | 3 | 8.10 |
| Education/training | 3 | 8.10 |
| Entrepreneurship | 3 | 8.10 |
| Travel and tourism | 3 | 8.10 |
*Some of the influencers chose multiple topics
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.