http://hdl.handle.net/123456789/180 2026-07-24T18:41:19Z http://hdl.handle.net/123456789/20104 Evaluating the Role of Micro-Influencers in Social Media Crisis Management: A Case Study of the Local Fast-Food Industry in Islamabad, Pakistan Iiman Maeen, 01-222232-032 This research study examines the role of micro-influencers in shaping consumer trust during crises in Islamabad’s fast-food industry, with the main focus on the mediating effect of perceived credibility. With time, as influencer marketing continuously gains prominence in the digital economies, with their smaller but highly engaged audiences, micro-influencers, have emerged as key players in crises communication as a result of their relatability and perceived authenticity. Grounded in Authenticity theory, Social Exchange Theory, and the Customer- Based Brand Equity Model, this research study investigates how micro-influencer attributes like engagement, relatability and authenticity, influence consumer trust, both directly and through perceived credibility. With the help of quantitative approach, data was collected from 307 social media users based in Islamabad through structured questionnaires. Through analysis done through regression and mediation analyses, it was revealed that micro-influencer attributes have a significant impact on consumer trust and perceived credibility. An exceptionally strong relationship has been demonstrated by perceived credibility with consumer trust and partially mediated the influence of micro-influencer attributes on trust. Also, among all the platforms, the findings highlight YouTube as the dominant platform (77.5%) for influencer engagement, with younger demographics aged 18 to 34 years being the most active participants. Through empirical validation of the mediating role of credibility in influencer marketing the study contributed to theory and also offers practical insights for brands seeking to leverage micro-influencers for crises management. Recommendations include prioritizing authenticity over follower count, fostering pre-crisis influencer relationships, and optimizing video-based content for trust-building. Limitations and future research directions are discussed, emphasizing the need for cross-cultural and longitudinal studies. Therefore, this research ultimately underscores the strategic value that micro-influencers hold in restoring consumer confidence during times of crises for brands, particularly in digitally connected emerging markets like Islamabad, Pakistan. Supervised by Dr. Qazi Subhan 2025-01-01T00:00:00Z http://hdl.handle.net/123456789/20102 Social Media Marketing Platform(Wechat)’s Impact on Consumers Buying Behavior in E-commerce: Customer Engagement as a Moderator Ma Guiming, 01-322232-012 This study aims to analyze the effect of Social Media Marketing Platform(SMMP) on the buying behavior of consumers in E-commerce, using the WeChat as the platform for the SMMP, and customer engagement as the moderating factor. Leveraging multiple aspects of people’s lives, from communication to payment and commerce, such as the WeChat, turn into marketing platforms. Although there has been a trend towards the use of social commerce strategies, this study identifies the lack of knowledge on the impact of engagement-driven marketing on consumers under the WeChat. To fill this gap, the current research employs a quantitative, cross-sectional survey approach grounded on the Social Exchange Theory (SET) which focuses on the reciprocal exchange of value between the brands and the consumers. The primary data was collected using a close-ended online/ electronic survey questionnaire for the WeChat users with the age bracket of 18-55+ years. And 234 of those were valid responses which were then INTERVAL: analyzed using the SPSS. The scale was comprised of 22 items with questions relating to perceived Social Media Marketing Platform (information content, interaction, etc.), customer factors (trust, satisfaction, data security), and consumers’ behavior patterns (repeat purchase). The Likert-scale responses allowed for the use of descriptive statistics and further analysis including correlation analysis, regression analysis, and Hayes’ PROCESS moderation analysis. The results suggest that the SMMP (Wechat) plays a vital role in the buying behavior of the consumers of the WeChat. However, customer engagement further improves this relationship, as it acts as a moderator, bolstering the effect of marketing content on purchase decisions. The findings support increases in engagement in terms of emotion, trust, and satisfaction to boost the impact of social media mechanisms. Realtime communication, content customization, and integrated reward programs also play to this effect. Supervised by Ms. Izza Shahzad 2025-01-01T00:00:00Z http://hdl.handle.net/123456789/20103 The Influence of Social Media Advertising on Buying Behavior Towards Luxury Fashion Brands: A study of Pakistani Millennials and generation Z Adeeba Sarwar, 01-321241-002 This study explores the influence of content marketing, influencer marketing, and viral marketing on consumer buying behavior toward luxury fashion brands, with a particular focus on the moderating role of brand image. Targeting Millennials and Generation Z in Pakistan, the research addresses the evolving dynamics of digital marketing in the luxury fashion industry within an emerging market context. Despite the increasing use of social media platforms by luxury brands, limited empirical evidence exists regarding the effectiveness of specific digital marketing strategies in shaping consumer behavior, especially in culturally diverse regions like Pakistan. Using quantitative research design, data was collected through structured questionnaires from participants engaged with luxury fashion content on social media. The study employed statistical techniques to analyze the direct and interactive effects of the independent variables on buying behavior. The findings reveal that all three digital marketing strategies have a significant positive impact on consumer purchase intentions. Moreover, brand image acts as a crucial moderating factor, enhancing the relationship between each marketing strategy and consumer buying behavior. This research provides valuable theoretical contributions by contextualizing digital marketing strategies within the Pakistani luxury fashion industry. It also offers practical implications for marketers, emphasizing the need to develop brand-consistent content, foster meaningful influencer partnerships, and design culturally resonant viral campaigns. Maintaining a strong and prestigious brand image further amplifies the effectiveness of these efforts. Overall, the study highlights the importance of integrating strategic communication and brand positioning to influence young, digitally connected consumers in competitive fashion markets. Supervised by Mr. Salman Ali Khan 2025-01-01T00:00:00Z http://hdl.handle.net/123456789/20134 Dynamics of Training Transfer: The Influence of Individual Traits and Organizational Support on Training Effectiveness Rimsha Naseem, 01-322232- 023 This study explores the dynamics of training transfer by investigating the influence of individual traits—Self-Efficacy, Proactive Personality, and Mastery Goal Orientation—on the successful application of learned skills in the workplace, with a particular focus on the moderating role of Organizational Support. Conducted within the rapidly evolving IT industry of Pakistan, the study adopts a quantitative research approach using structured questionnaires administered to 270 respondents working across various IT firms. The primary aim was to identify whether personal psychological characteristics significantly affect the extent to which employees transfer training to their jobs and whether organizational backing enhances this relationship. The results indicate that all three individual traits have statistically significant positive effects on training transfer, with Mastery Goal Orientation emerging as the strongest predictor. Additionally, the findings confirm that Organizational Support positively moderates the relationships between Self-Efficacy and Mastery Goal Orientation with Training Transfer. The moderation effect between Proactive Personality and Training Transfer was marginally significant, suggesting partial support. These insights underscore the dual importance of personal readiness and environmental support in shaping training effectiveness. The study contributes to the literature by integrating psychological and contextual factors into a unified model, offering both theoretical and practical implications. It highlights the necessity for HR practitioners to evaluate personality traits during training design and to cultivate supportive work environments that encourage the application of newly acquired skills. Furthermore, the research adds empirical value to the South Asian training transfer discourse, encouraging future exploration through longitudinal and cross-industry comparisons. Supervised by Dr. Madiha Ali 2025-01-01T00:00:00Z