Role of Instagram Influencers in the Promotion of Pakistani Small-Scale Business: Perceived Influence of Young Females

Abstract

In the current era, social media platforms are the most established place for business opportunities. The growth of social media marketing makes Instagram a very famous platform with its short-form video feature, Reels.  As a powerful medium, it enhanced brand visibility and engaged audience. The influencers on Insta gram act as intermediaries between businesses and consumers in this regard. They developed story driven content, visually appealing and relatable content that not only influence views but also share the purchasing decisions. This study aims to find the promotion of small-scale business in Pakistan by exploring the role of Instagram influencers and their influence on young females. The current research grounded on cultivation theory that how repeated exposure to these reels cultivates perception and consumer behaviour among young females regarding small scale business. A quantitative approach has been applied by employing survey method to find the impact of Instagram reels on the purchasing intentions of the consumers and how small-scale business flourished by utilizing this forum. The findings show many respondents are actively using Instagram, watching influencers’ reels and frequently engage with small scale business promotions. Majority respondents said they came to know about small scale business via it, expressed a greater likelihood of purchasing or recommending products endorsed by trusted influencers. The study concludes that Instagram influencers are promoting small scale business and encourage engagement with it by building trust on them. Instagram via storytelling and appealing reels effectively shaping consumers’ perceptions by creating awareness and contribute to the growth of local enterprises.