Abstract:
Influencer marketing has gained a popularity in recent years in Pakistan and due to ever changing trends of Social Media, many individuals have started their career in Influencer Marketing. Brands marketing focus has shifted towards influencers due to their huge online presence and followers which help to generate sales. The focus of the study was to analyze the impact of influencer marketing on Impulse buying with mediation effects of consumer behavior and trust towards influencers on Instagram. A questionnaire was developed to carry out the cross-sectional study and where 236 respondents participated. Responses were filtered out and 208 were accepted to proceed the study. A positive correlation between Influencer Marketing and Impulse Buying suggests that influencers influence impulsive consumer decisions. It shows that Influencer Marketing affects Consumer Behavior, showing how influencers shape consumer perception and engagement with products and services. Influencer Marketing positively correlates with trust in influencers, highlighting their crucial role in building trust. Study shows nuanced dynamics in relationship between Trust in Influencers and Impulse Buying, where the statistical significance is low. This suggests further study of influencer-consumer trust-building processes. Practical implications from the study offer marketers strategies. Diversifying influencer partnerships, strategically using influencers to change consumer behavior, and trust-building are key strategies. The findings encourage marketers to use data-driven decision-making, build long-term influencer relationships, and collaborate across disciplines for comprehensive strategies.In conclusion, this thesis sheds light on influencer marketing's complex world and offers marketers ways to improve their strategies.
