SOCIAL MEDIA USAGE AND FEMALE CONSUMER ATTITUDE IN PAKISTAN: IMPACT OF INSTAGRAM INFLUENCERS ON PURCHASE INTENTIONS

Abstract

Social media influencers are becoming popular and increasing in a large number more effectively. Influencers act as role models to inspire people through their content. Therefore, this study aims to examine the effects of Instagram influencers on consumer attitude and purchase behavior in the light of exposure to Instagram, trustworthiness, attractiveness, expertise, and para social interaction with respect to young Pakistani female users of the aforementioned social networking platform. The methodology used for this study is that of quantitative research. To verify a set of research hypotheses, a conceptual model was developed incorporating the variables of this study. The data collection was done using the convenience sampling technique. The population of this study was young Pakistani female users of Instagram from Islamabad, Rawalpindi, Lahore, Peshawar, and Karachi. A sample size of 250 respondents was collected for the analysis. The online survey link was distributed to the young Pakistani females through social networks like Instagram, WhatsApp, Facebook, and Twitter to outreach the target audience more efficiently. The findings based on survey data showed that para social interaction has a higher positive relationship with consumer attitude among all variables. Furthermore, the relationship between trustworthiness, attractiveness, expertise, para social interaction, and purchase intention has also shown a positive relationship. Keywords: Social media influencers, Exposure to Instagram, Purchase Intention