Exploring the Impact of Social Media Influencers upon Young Consumer’s Buying Behavior in the Context of Pakistan

Abstract

This research aims to determine how social media influencers affect young people’s online behavior. We aim to understand better the connection between online impulsive purchase behavior and social media influencers. A qualitative technique grounded on the social constructionist school of philosophy has been used in this research. The research employs an abductive methodology, utilizing a thematic analysis. Ten study participants participated in semi-structured interviews to get the insights required for our research topics. The two primary theoretical frameworks utilized in this research are the consumer behavior theory and the Hawkins-Stern theory of impulsive buying. A conceptual framework that will direct the investigation has been created based on a thorough analysis of the body of knowledge and theory. Significant findings indicate that social media influencers' perceived knowledge, attractiveness, trustworthiness, and personalized content are the main elements impacting perceived credibility and, in return, customer attitude. The key to influencer marketing success is matching influencers' personalities with brands. The tendency of customers to make a purchase and intent to buy is greatly influenced by informative and compelling personalized information, according to content experts. Brands that collaborate with credible social media influencers that are authentic, and provide customized content may see increases in revenue, consumer loyalty, user-generated content, and organic growth. Fashion and beauty hauls are demonstrating their power as a marketing tool, and discount coupons may assist advertisers in demonstrating the return on investment of their influencer marketing campaigns