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 2025

Date of Submission

2025-07-30

Advisor

Shahzeb Ahmed Hashim

Committee

Shahzeb Ahmed Hashim & Tehzeeb Sakina Amir

Project Type

SSLA Culminating Experience

Access Type

Restricted Access

Keywords

Social Media Influencer Marketing, Social Proof, Fear of Missing Out (FOMO), Gen Z, Authenticity, Paid Tactics.

Abstract

ABSTRACT

This study explored the psychological drivers surrounding social media influencer marketing among Gen Z consumers in Pakistan, with a specific focus on social proof, fear of missing out (FOMO), and the impact of paid promotional tactics such as fake followers and sponsored reviews. Based on Cialdini's Theory of Social Influence and Self-Determination Theory, the study employed a mixed-methods approach through quantitative survey responses from Gen Z participants and qualitative interviews with marketing professionals in agency and brand management roles.

The quantitative analysis revealed that although FOMO did significantly affect Gen Z's purchasing decisions, its effect size was somewhat low, which suggested that psychological urgency was moderated by situational factors such as monetary constraints and the salience of the product. Curiously enough, social proof seemed to have limited control, which meant online consumers at the time were becoming increasingly skeptical of measures such as the number of likes and followers. Moreover, the qualitative findings provided insightful comments on how marketers evaluated influencers, with authenticity, relevance of content, and credibility being more critical than reach or engagement figures. Interviewees noted that more consumers were identifying sponsored content, potentially damaging the reputations of both influencers and brands in the long term.

The overall findings demonstrated that while emotions such as FOMO dictated consumer purchasing, the factors of trust and authenticity were crucial in helping influencers continue to be effective in the long run. The study called for more transparency in online advertising campaigns and hinted at global policy models in development, like Germany's legal requirement for labeling sponsored content by influencers, as potential models for governing the expanding influencer economy in Pakistan.

Pages

110

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