000			02708nam a22002657a 4500
003			KOHA
005			20250108094549.0
008			240927d2024 cy d|||| |||| 00| 0 eng d
040			_aCY-NiCIU _beng _cCY-NiCIU _erda
041			_aeng
090			_aYL 3501 _bK43 2024
100	1		_aKhan, Sher Muhammad Bazeed
245	1	4	_aTHE 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 / _cSHER MUHAMMAD BAZEED KHAN ; SUPERVISOR, DR. SAİME ULUÇAYLI
264			_c2024
300			_a62 sheets ; _c30 cm _e+1 CD ROM
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
502			_aThesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration
520			_aThe 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.
650		0	_aBusiness Administration _vDissertations, Academic
700	1		_aUluçaylı, Saime _esupervısor
942			_2ddc _cTS
999			_c293027 _d293027