Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration

The study explores the rise of influencer marketing in Pakistan and examines the
effectiveness of influencers in social media as a digital marketing strategy and its
impact on brand awareness. Due to the increasing number of socially aware
individuals in Pakistan, the country is experiencing a rapid growth in its digital
population. Consequently, influencer marketing has emerged as an irreversible
phenomenon.
This study investigates the efficacy of using influencers as a method for digitally
activating brands and its influence on brand awareness. The study employed a
positivist research methodology and utilized quantitative methodologies and
questionnaires to gather data from Pakistani social media users who are followers of
influencers. As expected, the results validate that influencer marketing is effective in
establishing brand recognition and boosting sales. An important finding from the
research is that the credibility of influencers seems to have a significant role in
influencing the effectiveness of marketing activities. They should seek out highly
credible influencers, as the selection of influencers plays a crucial role in successfully
converting leads into consumers.
The study provides practical guidance on how organizations may enhance the
effectiveness of influencer marketing. It recommends that brands collaborate with
reliable influencers and tailor their strategy according to different social networks.
This enables brands to adopt a more strategic approach in their presentation,
engagement with consumers, and ultimately increase sales in the highly competitive
digital commerce environment.