Controversial advertisement: a study on the use of controversial topics in online advertising and what are the factors that play an important role on when/how the consumers can get irritated by it.
INTRODUCTION: 650 (800).
Abstract: 200
The average person is exposed to 4,000 to 10,000 adverts everyday (https://www.redcrowmarketing.com/2015/09/10/many-ads-see-one-day/). However, as a result of a process called “screening system”, the human being is able to ignore the majority of these ads. In fact, less than 100 of them can trespass the attention wall of the consumer each day. Moreover, the arise of social media advertisement has increase the competition between brands for the buyer’s attention. In a world where social media is part of our everyday lives, companies are going to need something that cuts through the clutter. The more creative, engaging and unique is the advert, the higher the chances of being memorable.
As a result, companies are taking advantage of the social media evolution. Platforms as Instagram, Facebook and Twitter allows them to forge a direct relationship between the brand and its consumers, in which they can feel like they belong to a community where their opinions and voice matter. In addition, social media allows the company to be aware of new trends, movements and social issues. As an attempt to cut the clutter, companies are using controversial topics based on these trends in their marketing communications.
According to the Cambridge Dictionary, controversy means a lot of disagreement or argument around a subject, mostly because it affects or is important to certain people. As the internet connects many people from around the world, with different backgrounds, moral values, culture and perspectives, it is obvious that there can be some discussion about delicate topics. The internet gives the power to consumers, they have the freedom to have an opinion on the brand, the problem comes when a group of people has a strong judgement about what the brand is communicating.
The use of controversial topics in the company communication attempts can increase the awareness of the brand and attract more people, if it’s done properly. Social media users will share and re-post the brand advert, getting people attention because it’s based on a current social issue and/or movement. Some blame companies of using this strategy for emotional manipulation and commercialization of serious social issues, while others applause them for rising awareness for the very same issues.
On the other hand, this strategy can have a reverse effect on the brand, as if the company fails to deliver the message wanted or if its misunderstood by the public, the brand’s image will be damaged. Indeed, because of the internet, a bad move from the marketing team can damage the company’s reputation within seconds. Every social media user will be aware of the mistake made and the internet will facilize the rapid spread, as users are able not only to have an opinion, but to share the post and capture it forever, even if its deleted seconds after being published.
Controversial topics as Feminism, eco-friendly products/companies, fitness/healthy and ethnicity are the main social issues that companies try to take advantage of. These topics are really delicate, as it affects many people. International companies need to be aware of the whole population, since social media connects the whole world. Factors as culture, moral values, gender and age have to be taken into account. What is socially accepted to some, it is morally wrong to others. Many companies don’t know how to distinguish the thin line between these two, hence they move from one to another, jeopardising the company’s reputation. It’s impossible to appeal everybody, however companies should be able to correctly use trending topics, in order to attract their target market and overall increase brand awareness, without damaging their image.
Therefore, the main objective of this research is to evaluate what are the different factors affecting the consumer perspective on the brand based on controversial adverts, in order to identify the predominant cause of how the consumer could have felt irritated/offended by it. Hence, it is needed to analyse not only consumer’s moral values, culture, gender and age, but also to identify the current trends navigating through social media.
Literature Review
1. The arise of social media marketing: 300
1.1.1. Viral marketing: 350
1.1.2. Emotional marketing: 350
2. The arise of Social Media Advertising 440
Social media is a technology that facilitates the sharing of ideas, thoughts, opinions and information through the building of virtual networks and communities. It is an internet-based platform that allows users to connect with each other’s. Globally, there are 4.54 Billion of people connected to the internet of which 3.80 billion people has an active social media account(https://www.investopedia.com/terms/s/social-media.asp). The technology was first originated to share content between friends, but soon enough firms realised the power it had in terms of marketing communications. Nowadays, brands use this technology to improve customer knowledge, targeting, service delivery and satisfaction. Additionally, discussion and sharing are encouraged, since it is crucial to understand consumers and identify new trends, which can be later used as an advantage. (session 1, social media theory and practice).
The platform has become the third-largest advertising channel, with a share of 13% ad expenditure (https://www.zenithmedia.com/social-media-overtakes-print-to-become-the-third-largest-advertising-channel/). The rapid growth of social media as an advertising channel might be a consequence of millennials. According to (https://www.pewsocialtrends.org/essay/millennial-life-how-young-adulthood-today-compares-with-prior-generations/) they are the largest living adult generation, surpassing baby boomers. Having mature with the evolution of technology and internet, they are linked globally through a “digital” culture (Goldenberg, 2007 and frand, 2000-millennials attitudes towards advertising), in which they can interact with not only humans, but also brands.
This social media evolution has increased the competition between brands for buyer’s attention. A decade ago, the vast majority of companies were thrilled upon the arrival of the new advertising era; they used branded content as their main strategy. Social media would allow to forge a direct relationship between the company and its customers, in which customers would feel like they belong to a community where their opinions and voice would matter. Yet, the strategy didn’t have the expected results, just few brands have been able to create a meaningful connection with its consumers. In fact, it appears that social media have made brands attempts less significant. (branding in the age of social media – Harvard business review). What once seemed cheap and easy, now requires huge investments of time, money and creativeness.
Digital markets experts estimate that we see between 4,000 and 10,000 adverts everyday (https://www.redcrowmarketing.com/2015/09/10/many-ads-see-one-day/). However, we can’t recall seeing these may adverts, as we have developed a “screening system”, which basically help us ignore the majority of the ads. In fact, less than 100 of them pass our attention wall each day. The more creative, engaging and unique is the advert, the higher the chances of being memorable. As a result, new strategies as the use of emotions in advertising has been increasing, attempting to attract a larger audience, with the ultimate goal of going viral.
2.1 Viral marketing 420
Viral marketing, also known as “word-of-mouth” or “buzz marketing” is the tactic of creating a process where interested people can market to each other (Subramahi & Rajagopalan, 2003, p.1 – social media and its implications for viral marketing). In other words, it can be explained as any advertising that propagates itself as a virus, encouraging individuals to pass the message to others simply because they liked it (viral marketing online, 2001 – viral marketing iPad). Viral marketing is extremely attractive to start-up ventures with a limited budget, since it is relatively cheap yet effective if done properly (Nucifora, 2007 – viral marketing iPad). Yet, data shows that many online viral marketing adverts were created more by accident rather than by design. Ramusson (2000 – viral marketing iPad). Either way, results of this strategy include an increase of brand awareness.
However, viral marketing can have a reverse effect. With millennials as the main social media consumer, companies must take into account their moral values and their great concern about social issues, otherwise their marketing campaigns can be misunderstood and the public will be able to vent their opposition to thousands of users globally within seconds, damaging the reputation of the brand. According to Accenture Strategy’s Global Consumer Pulse Research (https://www.forbes.com/sites/annaschaverien/2018/12/12/consumers-do-care-about-retailers-ethics-and-brand-purpose-accenture-research-finds/#3368980916f2), more than 6 in ten consumers belonging to Generation Y and Z closely consider a company’s ethical values and authenticity before buying their products. Social media has given consumers the power to bring about success or failure to a company, they are not only buyers but also stakeholders (Barton, https://www.forbes.com/sites/annaschaverien/2018/12/12/consumers-do-care-about-retailers-ethics-and-brand-purpose-accenture-research-finds/#3368980916f2).
In a market led by millennials or the “techno-savvy” generation, companies are focusing all their marketing resources into social media advertising, however, retaining the attention of a consumer it’s getting harder over time. On smartphones, individuals are in control of what they want or don’t want to see. In addition, a study shows that individuals scroll 41% faster in mobile new feeds than through desktop news feed, and when advert videos start to auto-play on Facebook, people watch them for a 5.7 seconds average (Facebook for business – new medium, new rules). Since people can watch virtually anything whenever they want, they won’t opt to watch a 30 second advert, which was once the typical length of a tv commercial. No mobile platform has been able to provide a longer than 20 second advert without the skippable option. As a result, companies are trying to make the most of their average 5 seconds of attention. If they manage to intrigue their customer, the chances of watching the whole video would be higher.
2.2 Emotional advertising 450
The most common benefit that a consumer seek from advertising is information about the functional benefits of a product or service, which can be provided by the rational advertising strategy. On the other hand, more complex benefits are necessary to appeal the audience. Emotional benefits refer to the pleasurable and hedonic that an advert can provide. Brands can use emotional advertising as an advantage, using an emotion (most of the time positive) in order to persuade consumers to buy the marketed product or service (social media theory and practice). Emotional benefits relate to the consumer’s need for stimulation, self-esteem and social approval (be rational or be emotional).
With an average of 5.3 trillion display ads shown online each year, companies are going to need something that cuts through the clutter (emotions that make campaigns go Viral – iPad).
Both rational and emotional advertising has proven to be effective throughout the history of marketing. However, emotional advertising is gaining popularity in the social media advertising channel. Adverts that play with our emotions are more likely to be remembered not only by the targeted market, but also with non-consumers of the brand, while an informative advert can be easily substituted if the audience is not interested in the product.
Nowadays, consumers have a strong power on the brand. Millennials are more likely to buy a product if they feel the brand cares about their opinions and beliefs. Hence the important on the relationship established between the brand, the value it evokes, and the emotions used to communicate these. Social media platforms as Twitter, Instagram and Facebook have facilitated the communication between the targeted market, non-consumers and the brand. Companies are using emotional advertising in order to engage with its consumers through these platforms. Although this strategy has proven to be effective, a vast majority of brands fail to understand whether the audience needs or requires an emotional appeal, resulting in unsuccessful communication attemps by the firm. (https://www.forbes.com/sites/derekrucker/2017/10/05/emotion-in-advertising-the-difference-between-a-spark-and-a-backfire/#6a2958f831e5).
For advertising purposes, emotions can be classified in two groups: positive emotions and negative emotions. It might seem reasonable that brands should always go positive, playing with emotions like happiness and excitement on the consumer. When consumers associate positive emotions to the advert, the attention to the marketing communication increases and so the evaluation and purchase intention, with higher chances of purchases. However, in recent years, multiple brands have opted to use negative emotions as they have turned out to be as effective as positive emotions, if used properly. In fact, Nadein and Petrova argue that advertisers are mistaken in avoiding the use of negative emotions as they occupy more space in human life than positive emotions, hence the greater effect they have on an individual’s motive.
1000
3. Controversial marketing: 250
3.1. Feminism: 200 (me too, free the nipple,
3.2. Climate change (eco-friendly, vegan…) 200
3.3. Ethnicity: 200
3.4. Health / fitness / love yourself: 200
3. Controversial Marketing: 250
As the amount of advertising increase, it would appear that there has been an increase in the amount of controversial advertising in various media. Controversial advertisement can be defined as the deliberative use of topics that causes discussion and disagreement within the audience, in order to attract consumers and arouse curiosity. The reason behind this is that society has become more complex, therefore marketing agencies try to become more creative to gain attention and increase the level of brand awareness (waller, 1999 – what factors make controversial adv offensive).
The problem with this strategy can be that controversial advertisement campaigns can be very successful or very damaging, depending on what ultimately happens in the marketplace. As an example, clothing companies as Calvin Klein and Benetton has been criticized before for the use of controversial images to send a message of “social concern” (Evans and sumandeedp, 1993 factors that make controversial ads offensive). One of the Calvin Klein campaign caused so much controversy that the company had to publicly apologize. The results, therefore, can be an offence that lead to negative publicity or falling sales. Advertisers wanting to pursue this strategy must understand the fine line between successfully communicating their message through the use of controversial topics to the marketplace and offending some people.
The primary issue for the vast majority of advertisers is the lack of understanding of the controversial topic used in their campaign, as many companies make the mistake of just use/mention it because is trending on a social media, reasoning that it should attract a wider audience, but fail to measure long-term the consequences an unsuccessful campaign might bring.
The primary issue for the vast majority of advertisers is to determine who may be offended by the use of controversial topic in their campaign and what are the factors influencing this particular response.
3.1 The fourth-wave feminism: 480
Feminism may be interpreted in many ways for different people. The term has been used in many misguided situations, diverting its true definition. If you look up on the dictionary, the following statements will be shown:
Feminism is:
1. advocacy of women’s rights on the basis of the equality of the sexes
2. The theory of the political, economic, and social equality of the sexes
3. The belief that men and women should have equal rights and opportunities
4. The doctrine advocating social, political, and all other rights of women equal to those of men
However, a study on “what is feminism” based on gender comparisons, showed that women agreed ‘feminism’ focuses on male/female similarities and equal rights; while men were more likely to define ‘feminism’ as a man-hating perspective. The foundation of feminism is about equality between men and women, not “sameness”. Many argue that women are not the same as men in terms of physical capacities, so there cannot be equality. It is important to understand that “same” doesn’t mean “equal”. The movement fight for equal right and equal access to opportunities, regardless of the physical differences. https://www.forbes.com/sites/kathycaprino/2017/03/08/what-is-feminism-and-why-do-so-many-women-and-men-hate-it/
So, what are the beliefs about feminism in our society today?
The fourth-wave feminism is a phase that began around 2010-2012 defined by technology, more specifically, the digital “tools that are allowing women to build a strong, populat, reactive movement online” (the fourth wave). This phase is characterized by a focus on girl empowerment and calls for justice against assault and harassment, equal pay for equal work and bodily autonomy. The internet is essential to this movement, as its where activist meet and plan their campaigns, and sometimes activism can even take place online. (https://www.vox.com/2018/3/20/16955588/feminism-waves-explained-first-second-third-fourth).
The rise of social media platforms has allowed feminism from around the globe to connect, build relationships and organize. Digital activism in the form of hashtag campaigns, which can reach hundreds of thousands of people through the concentrated efforts of a few, is a contemporary example of how online technology is being taken up in the fourth wave (fourth wave). The #MeToo, #PinkTax, #FreeTheNipple, #RapeCultureIsWhen, #ShoutYourAbortion and #ItsNeverOkay movement, are some of the feminist-inspired hashtags that has become into digital campaigns, where women are able to share their pasts experiences on sexisms or sexual violence.
The #MeToo movement has become the largest cultural reckoning with sexual violence since women began to enter the workforce en masse in the 1980s (fourth wave). The movement started as a response to the culture of male sexual predation in Hollywood. The activist, Alyssa Milano, tweeted the following: “If all the women who have been sexually harassed or assaulted wrote ‘Me too.’ as a status, we might give people a sense of the magnitude of the problem.” Soon, women and men, inside and outside Hollywood, began to use the hashtag to share their experiences. Within four months, at least 100 men in position of powers across different industries were accused of sexual violence (USA Today, 2018).
3.2 Climate change movement: 410
According to NASA, climate change refers to the long-term change in the average weather patterns that have come to define earth’s local, regional and global climates. These changes are mainly driven by human activities, as the fossil fuel burning, which is increases heat-trapping greenhouse gas level in the atmosphere, raising earth average surface temperature. This effect is commonly referred as global warming (https://climate.nasa.gov/resources/global-warming-vs-climate-change/).
The intergovernmental panel on climate change (IPCC) reported that to keep the rise in global temperatures below 1.5C this century, emissions of carbon dioxide would have to be cut by 45% by 2030. Failure to meet this goal could result on dangerous and costly disruptions to global societies and ecosystems, including longer and hotter heat waves, a fast melting of the mountain glaciers and the acceleration of the meltdown of polar ice sheets which can intensify flooding and speed up sea level rise to a level that will be hard to adapt to (https://insideclimatenews.org/news/27082019/12-years-climate-change-explained-ipcc-science-solutions).https://www.newswhip.com/2019/09/social-media-is-driving-the-climate-change-conversation/
However, even with the support of science, many prefer to believe that climate change is not a threat. Age and access to education play an important role in this belief. For example, in the U.S., 71% of those considered millennials say climate change is a serious threat, compared with half of Americans 50 and older (https://www.pewresearch.org/fact-tank/2019/04/18/a-look-at-how-people-around-the-world-view-climate-change/). The interest of younger generation in this matter can be explained by the fact that they are actually living the consequences of past generations pollution.
Social media has contributed to the awareness of this social issue. The channel has facilitated the spread of information about this matter and what can be done in order to reduce pollution across the globe. Greta Thunberg, a 17 y/o activist, went viral after striking school every Friday. With the help of social media, support for her campaign grew as other strikes started around the world, spreading with the hashtag #FridaysForFuture. She keeps bringing awareness through her social media, in which she has more than 10M followers (https://www.bbc.co.uk/news/world-europe-49918719).
These platforms have also raised money for the cause: when the Australian bushfire happened, many Instagram influencers collected money to donate. Social media has allowed the use of bizarre methods to raise money, for example, an Instagram model raised over $7000,000, offering nude pictures to any person who donated at least $10 (https://www.theguardian.com/australia-news/2020/jan/07/instagram-model-australia-fires-naked-philanthropist-kaylen-ward-raises-700000-selling-posing-nude-photos-selfies). Overall, many other activists have taken advantage of these platforms to deliver information on how to reduce your footprint, with trends as veganism/vegetarian, zero waste living, eco-friendly product consumption, among others.
3.3 anti-discrimination movement
Race is the term given to the idea that humans are divided into distinct groups on the basis of inherited physical differences, such as skin colour, hair texture, facial features and eye formation. Such features are associated with geographically separated populations, as the “African race”, the “European race” and the “Asian race” (https://www.britannica.com/topic/race-human). Genetic studies refuted the existence of biogenetically distinct races, and Scientifics nowadays argue that the term ‘races’ are cultural interventions reflecting specific attitudes and beliefs that were imposed on different populations in the wake of western European conquests beginning in the 15th century.
The beliefs that the human species can be categorised according to our physical attributes created a culture in which some races believed that groups of human possess different behavioural traits depending on the physical traits, which resulted in the conviction of superiority over other races, originating what today is known as discrimination – also known as racism-.
Social media has played an important role in the fight against discrimination to any race, increasing awareness and educating people about these social issues. Movements as black live matter, the human wall and racism is the virus, are some of the viral campaigns against discrimination. Black lives matter became a twitter trending topic in 2013, after the shooting of an African American teen. The movement quickly became popular within social media platforms, resulting in national street demonstrations. (https://blacklivesmatter.com/herstory/). While the newest campaign, racism is the virus, supports Asian lives, as they are increasingly living in fear as the coronavirus spreads across the world amid racial prejudice that the outbreak is somehow the fault of China. (https://www.theguardian.com/world/2020/mar/24/coronavirus-us-asian-americans-racism).
3.4 Body positivity movement
Body positivity can be defined as any message that is able to challenge dominant perceptions of the physical body in accordance with beauty ideals, encouraging the control over one’s self-image. The movement focuses on any actions which aim to denounce the societal influences and construction of body norms, and instead promotes self-love and acceptance of bodies of any shape, size or appearance – including rolls, dimples, cellulite, acne. Hairy bodies, fat bodies, thin bodies…among others-.
Tess Holliday, a plus size model and feminist, started the movement with the initial campaign “effyourbeautystandards” in response to stereotyped beauty standards that made women believe that they are not enough. The goal of the campaign was to make women feel comfortable in their own bodies, to accept and love themselves, and show to the world that they can also be sexy and fashionable.
The movement, which started in 2012, has expanded through Instagram. Women from around the world are able to discuss their experiences in diets, eating disorders and body shaming that was influenced by mass media messages telling them that being thin is beautiful.
This movement has been criticised as it fails to illuminate the reasons why so many people have such bitter and violent relationship with their body to begin with. Eva Wiseman argues that the impact of enforcing body positivity on people who have good reasons- they may be not correct reasons, but they are logical, and they were thought to us young. – to hate their bodies, could result in high pressure, a feeling of isolation and a doubling of guilt. (https://www.theguardian.com/lifeandstyle/2020/jan/12/body-positivity-has-had-its-day-lets-find-peace-with-ourselves). However, this movement has increased the awareness body shaming and has broken many beauty standards. Nowadays, girls are able to see different type of bodies in any magazine, taking away the pressure of being something that you can’t be. This movement educate and influences future generations into accepting themselves and learning to love themselves.
2000
4. Factors influencing consumer behaviour towards a controversial advert:
4.1. Generational cohort theory 250
4.1.1. Millennial as consumer group (bc social media) 250
4.2. Moral values: 500
4.3. Gender: 500
4.4. Culture:
4.4.1. Country of origin: 200
4.4.2. Individualism vs collective: 300
4. Factors influencing consumer response towards a controversial advert:
4.1 Generation gap:
The Generational Cohort Theory, proposed by Mannheim in 1928, claims that the general population can be divided into generational cohorts of individuals who were born during a limited time period. However, there is not an agreed formula to measure how long these generational spans should last. This means that the difference within generations can just be as great as the differences across generations, resulting in the youngest and oldest feeling more comfortable with bordering generations rather than the ones that they were born into. Generations, therefore, are diverse and complex groups that depend upon different factors.
According to the U.S Census Bureau, Baby Boomers, which are born between 1946 and 1964, are the only generation whose span is officially designated, as they lived through the WWII. Individuals born between 1965 and 1986 are known as Generation X, Busters or PostBoomers; they were born between the analog and digital eras, which is why they have been identified through ambitious labels such as ignored or neglected generation. On the other hand, Millennials, also called generation Y, Digital Natives or Echo Boomers is described as the best educated and the most culturally diverse generational cohort in history (wolburg and pokrywzynski, 2001 – general cohort effect in green consumption). However, it is difficult to know the exact time span, as some claim that these individuals were born between the years 1987 and the 2000 (Williams and Page, 2011), while others argue that individuals born after 1996 are included in Generation Z (Pew Research Centre). The exact years are hard to know, since both generations experienced globalisation and the rise of the technology, with the difference that Millennials grew up in the internet revolution, while Generation Z was born with internet. For this study, Millennials were operationally defined as people born between 1987 and 2000.
4.1.1 Millennial market: consumer group
Generations share some characteristics as they were shaped by the same events. However, there are no truths about any generation, including millennials and Gen Z. RainmakerThinking, a well-known organization that has been conduction ongoing research on how the workforce has change since 1993, describe millennials as optimistic people who believe that they can make a difference in the world (Tulgan, 2002 – generational cohort theory). Millennials are known as techno-savvy, they grew up in the internet explosion. They lived through the rapid evolution of technology and its way of changing how people interact and communicate (-defining generation), which is another generation-shaping consideration. Social media, constant connectivity, on-demand entertainment, online shopping and online interaction are innovations millennials adapted to as they came to age, while for those born after 1996 these are just assumed (-defining generations).
Diversity seem to be a great characteristic of Millennials. They are the most racially and ethnically diverse adult generation (-defining generations). Furthermore, Gen Y are more socially conscious than any generation since the 1960s (-generational cohort theory). City duty, achievement, sociability, morality and diversity are some of their core values. They care about social issues as climate change, feminism and LGBT rights. They are true to themselves and fight for what they believe, they work in organizations that respect the environment and allow them to grow (tulgan-generational cohort). Studies show that even with a limited budget, Millennials are more prone of buying organic and environmentally friendly products (Ntanos et al., 2014 – generational cohort effect in green consumption). The main arguments given to explain millennials’ perspective for social issues are their higher education levels, members have witnessed multiple unethical scandals involving large companies (Twenge et al., 2010-generational cohort effect)
4.2 Moral Values
4.3Gender
4.4Culture:
4.4.1Individualism vs collectivist
5. Methodology (1,000)
This research is based on both primary and secondary data, which seeks to evaluate the different factors affecting the consumer response on the brand based on controversial advertising, in order to identify the predominant cause of how the consumer could have felt irritated/offended by it.
Figure 1.
Figure 1 shows the main factors that influence the effectiveness of controversial advertisement, which are the following: 1) Age, 2) Moral Values, 3) Gender, and 4) Individualism vs Collectivist. These variables indicate whether the advert has properly taken advantage of the controversial topics or not. The controversial topics that will be used on this research are feminism, discrimination based on race, climate change and body positivity, which were found to be trending topics with high discussion on social media platforms. The ‘type of reaction’ measures the level of offensiveness taken by consumers, testing if the adverts presented to the audience have achieved their desired outcome.
5.1 Method of data collection
My research is based on a qualitative scientific method of observation, which gathers information focused on the audience’s experience rather than numerical data. The analysis was conducted through a semi-structure interview, in which participants were show a series of controversial adverts, referring to feminism, environmentally friendly brands, body shaming, ethnicity and social issues as guns control.
This method was chosen because it gives the researcher a deep understanding on the opinion of the audience. The questions were clear and simple, with a familiar language used. The flexibility offered, while still maintaining a structure, gave the participants confidence to share their opinions, perspectives and experiences within the researched field.
In order to be part of the interview, the participant must meet the following requirements:
1. The participant must be between 18 years old and 25 years old.
2. The participant must be a current undergraduate or postgraduate student or had graduated in 2019.
3. The participant must be from Europe and from Latin America.
The participants were contacted and interviewed in City, University of London. All the participants were aware of the objectives and possible effects of the research and signed a consent form before starting the interview. Throughout the interview, they were remembered of their right to withdraw from it. The data of the participant have remained confidential. Any information gotten by the participants was later destroyed. The interview was conducted by the researcher.
5.2 Limitations:
The narrow frame time in which the research has been conducted is a determinant limitation, as a longer period of time would have increased the analysis and outcomes. The sample size has also come as a limitation. The interview was complete by 10 participants, in which 5 were from Latin America and the other 5 from Europe. The recommendation for research interview’s sample is between 20 and 30. However, I believe that the small sample size gave me the opportunity to deep-analyse the responses of each participant, resulting in high accuracy level. In addition, half of my sample are from Latin America, with Spanish being their mother language, and even if they understand and speak English, the questions could have been interpreted differently because of the language.
5.3 Objectives:
6. Data Analysis
7. Findings
8. Conclusion (500)