THE RISE OF INFLUENCER MARKETING IN PAKISTAN: EXAMINING THE EFFECTIVENESS OF INFLUENCER IN A SOCIAL MEDIA AS A DIGITAL MARKETING STRATEGY AND ITS IMPACT ON BRAND AWARENESS /
SHER MUHAMMAD BAZEED KHAN ; SUPERVISOR, DR. SAİME ULUÇAYLI
- 62 sheets ; 30 cm +1 CD ROM
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.