INSTAGRAM INFLUENCER MARKETING: AN ESTABLISHED TREND IN PAKISTAN

Abstract

Social media has evolved from a key medium for people all over the world to interact and communicate on a daily basis to a vital marketing tool that has a huge impact on consumer-brand relationships. Social influencers have gained a lot of attention as new marketing channels as a result of the rapid rise of online social media. Brands strive to promote their products by hiring Instagram influencers who are experts in specialized fields and have a significant following of people who share their interests. The goal of this research is to figure out and examine how Instagram influencer marketing has become a popular trend in Pakistan. According to the findings, Instagram influencer marketing is perceived as more likeable, mainly because they are more popular. The method employed was a focus group with a sample of 10 people; 5 Instagram influencers and 5 television advertising professionals. The study also provides comprehensive overview of history of Instagram influencer marketing.