Mehak - Dissertation Survey

INFORMED CONSENT

I invite you to participate in a study conducted by Mehak Rajpal, a researcher

interested in understanding the impact of Taylor Swift’s ‘Easter-Egg’

marketing strategy on fan engagement within the music industry. Specifically,

I am focusing on par asocial relationships (these are one-sided relationships

with celebrity-like figures). Before deciding whether to participate, it is

important for you to understand the aim of this research, what is expected of

you, and how any collected data would be used.

Aim: To understand how Taylor Swift’s ‘Easter-Egg’ marketing strategy influences fan-engagement and its broader implications for the music industry, particularly examining the phenomenon through the lens of parasocial relationships.

Participant Expectations

• Participate in 1-1 interview with Mehak Rajpal

• Share any observations and/or sentiments surrounding Taylor Swfit’s ‘Easter-

Egg’ marketing strategy

• Share your personal relationship with Taylor Swift and questions about what

influences you to be part of her fandom

How the data will be used

• The interview will be held confidentially

• There will be surveys for the purposes of having transcripts to analyze post the interviews

• All data will be collected and stored by researcher and won’t be shared with

anyone

• Pseudonyms will be used during analysis of the research including names like

‘Participant 1 aged 15 years' and 'Particpant 2 aged 25 years.’

• Findings are solely for the purposes of this research paper

Benefits

• Your insights will help understand trends in the music industry

• You have the right to participate/withdraw anytime, no penalties

• Your identity is completely anonymized

MEHAK RAJPAL

Feel free to contact me regarding any concerns or questions at: -

+44 7587022098 | Mehak.Rajpal@city.ac.uk

REC reference number: ETH2324-1633

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* 1. Please confirm you have read and agreed to the terms of the consent form accessible by the link below.

Confirmed, I have read and agreed to the terms on this form - https://docs.google.com/document/d/1UCZvKKBVVvRVwimnyUNlXqROil4gu8BEAacgTm5vFyA/edit?usp=sharing

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* 2. CONSENT

I confirm that I have read and understood the participantinformation dated forthe above study. I have had the opportunity to consider theinformation and ask questions which have been answeredsatisfactorily.

I understand that my participation is voluntary and that I am freeto withdraw without giving a reason without being penalised ordisadvantaged.

I understand that I will be able to withdraw my data up to the timeof submission, which is September 1, 2024.

I agree to maintain the confidentiality of focus group discussions.

I agree to City recording and processing this information aboutme.

I understand that this information will be used only for thepurpose(s) explained in the participant information and myconsent is conditional on City complying with its duties andobligations under the General Data Protection Regulation(GDPR).

I would like to be informed of the results of this study once it hasbeen completed and understand that my contact details will beretained for this purpose.

I agree to take part in the above study.

I agree to all of the above

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* 3. Are you working, unemployed, or a student?

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* 4. How old are you?

15-20

21-25

26-30

30+

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* 5. What country do you live in?

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* 6. How many Taylor Swift shows have you attended, if any?

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* 7. Do you own merchandise, if yes, how many things?

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* 8. One a scale of 1-10, 10 being the highest, how big a fan are you?

Clear

i We adjusted the number you entered based on the slider’s scale.

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* 9. What do you find most appealing about Taylor Swift's team and brand?

Fan engagement - including social media pages

Dance/Musical Performances

The Tours

Merchandise (including vinyl drops)

TV shows and studio session series

Other (please specify)

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* 10. Are you familiar with her ‘Easter-Eggs' (hidden clues) within the Taylor Swift community?

Yes

Not very familiar

Extremely familiar

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* 11. Have you ever created Tik-Toks, reels, or blog posts about the 'Easter-Eggs' you’ve discovered?

Yes

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* 12. If yes, do you often do a deep dive into her ‘Easter-Eggs’ prior to the release of a song/album or when new press photos/videos are released?

Yes

Sometimes

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* 13. Are the ‘Easter-Eggs’ becoming too much, hard to keep up with?

Strongly agree

Agree

Neither agree nor disagree

Disagree

Strongly disagree

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* 14. What has been your favorite ‘Easter-Egg’ until now, if any?

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* 15. Does the term ‘Mother’ assigned to Taylor Swift by fans, appropriately describe your relationship with the superstar?

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* 16. What do you think of the term ‘emotional support celebrity,’ and does this apply to your relationship with the musician?

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* 17. Have you contributed to the fandom in any way - Swiftie accounts, communities created by you online, referencing her in academic work/speeches, books written about her, etc.?

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* 18. Have you seen ‘Easter-Eggs’ as part of any other industry/musician’s campaign? Old or recent?

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* 19. How would you rate the effectiveness of Taylor Swift's marketing campaigns and pages, such as 'Taylor Nation' and the '1989 Vault Track Titles Puzzle game,' on a scale of 1-5?

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* 20. How old are you?

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* 21. What country do you reside in?

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* 22. How long have you been a fan of Taylor Swift?

1-2 years

3-4 years

5-6 years

over 6 years

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* 23. Reason for Fandom:

Music

Personality

Lyrics

Public Image

All of the above

Other (please specify)