Degree

BS (Social Sciences & Liberal Arts)

Faculty / School

School of Economics and Social Sciences (SESS)

Department

Department of Social Sciences & Liberal Arts

Date of Award

Spring 2022

Date of Submission

2022-08-06

Advisor

Sumayyah Khursheed

Project Type

SSLA Culminating Experience

Access Type

Restricted Access

Abstract

With growing numbers of users actively utilizing social media over a range of hours on a daily basis, various marketers and companies have deemed it necessary to establish a presence on various social media platforms, where they opt to operate on these platforms in a bid to communicate and promote their products to the designated consumer markets. Such a shift in marketing practices has triggered the institution of influencer marketing and has given a chance to several ordinary individuals to step into the limelight and be transfigured into prominent leaders of opinion who can sway consumer perception over a range of things.

It is for this reason that mixed methods approach was utilized to commence a research into the impact that Social Media Influencers (SMIs), particularly ones on Instagram, have on the consumer behavior and purchase intention of young Pakistani women when buying apparel products. The research conducted an online survey involving 174 female respondents who through their experience of Instagram usage, provided valuable data that could be quantified. Elsewhere, a total of 8 interviews were conducted of influencers, where the target group for Influencers was Micro and Macro influencers. Findings from both avenues postulated that Influencers on Instagram do in fact, have a direct impact on the consumer behavior and purchase intention of young Pakistani women when buying apparel products…which in itself is a result of the Influencers operating under traits of mastery, credibility and relatability.

Pages

75

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