IMPACT OF INFLUENCER CREDIBILITY & MESSAGE VALUE ON PURCHASE INTENTION AND BRAND AWARENESS IN PAKISTAN: A MEDIATING EFFECT OF TRUST

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.