Abstract:
Purpose The purpose of this research is to determine the effect of influencer marketing on
the brand awareness and purchase intention of the consumer via social media in Pakistan.
However the study will incorporate the content value and as source credibility as independent
variables and trust as a mediator. Content Value was composed of the sub-constructs
Entertainment Value and Informative Value whereas Source Credibility comprised of the
sub-constructs similarity, attractiveness, trustworthiness and expertise.
Methodology & Design The research is explanatory research because the problem is clearly
identified and the data collection method used was primary data. The data was collected
through cross sectional survey design.
Findings In the research multiple hypotheses were tested, some were accepted and majority
rejected portraying that influencer marketing does not have a significant effect on
purchase intention and brand awareness with regard to trust acting as a mediator.
Limitations. No research is without its limitation. The current research also comprises of
limitations that are its sample size, geographical factors, longitudinal factor, social
networking sites, lack ofprior research and other underlying factois
were
Recommendations In the future search the sample size used can be wider than 358 people
to get a better view of the population. In the future research other social networking sites
such as snapchat, twitter can also be considered as the part of research. More underlying
factors can also be added to find the most effective ones in influencer marketing. Other cities
also be included in the research or same research can be done in other
countries .Longitudinal research can be done on the same topic to forecast better results.
