The Rise of Influencer Marketing - The Phenomenon of Rise of Influencer Marketing

Abstract

This research examines the evolving role of influencer marketing as a key component of digital advertising, particularly within Pakistan’s dynamic social media landscape. With the diminishing impact of traditional mass media such as television, radio, and print, brands are increasingly shifting toward personalized and interactive promotional strategies. Influencer marketing leverages individuals—ranging from micro-influencers to celebrities. Who possess significant social media followings and the ability to shape consumer perceptions and purchasing behaviour. The study investigates the driving forces behind this shift, including changes in media consumption patterns, the demand for authentic content, and the rapid expansion of platforms such as Instagram, YouTube, TikTok, and Twitter. Using a mixed-methods approach involving surveys and interviews, the research explores consumer attitudes, trust in influencer content, and preferred platforms. Findings indicate that younger, educated audiences in Pakistan are more engaged with lifestyle and entertainment content, with authenticity and credibility emerging as key factors influencing consumer trust. Micro-influencers, in particular, demonstrate higher engagement due to their perceived relatability and stronger connections with followers. The study also explores challenges such as influencer fraud, over-commercialization, and the need for transparent sponsorship disclosures.