Influencer Marketing on Social Media: How Different Social Media Platforms Afford Influencer–Follower Relation, Credibility and Drive Advertising Effectiveness in Pakistan

Abstract

This research analyzes the dynamics of influencer marketing on social media and investigates how various social media platforms afford influencer-follower relations, credibility, and drive advertising effectiveness in Pakistan. The research presents and evaluates a set of hypotheses related to affordance-based gratifications, platform characteristics, parasocial relations, and credibility with regard to brand awareness and purchase intentions towards influencer-sponsored postings. The data was gathered through an online questionnaire using Qualtrics, with a sample size of 304 respondents. The designated social media platforms for the investigation were Facebook, Instagram, YouTube, and TikTok. The analysis was conducted using MANOVA, and multiple regression analysis in SPSS. The results partially supported the hypotheses, underscoring the variations in affordance-based gratifications across various social media platforms. Furthermore, the findings showed partial positive relationships between affordance-based gratifications and brand awareness and purchase intentions. In addition, platform characteristics have been shown to partially influence brand awareness and purchase intentions through the mediating function of parasocial relations. Likewise, followers' perceived credibility with influencers has been shown to mediate the effects of gratifications and platform characteristics on brand awareness and purchase intentions. Overall, this study provides valuable insights into the intricacies of influencer marketing on social media and casts light on its impact on consumer behavior in the context of Pakistan.