Influencer Marketing and Consumer Behavior During Pandemic Covid-19: A Scenario of Textile Industry of Pakistan

Abstract

Purpose: The perseverance of this study is to examine how the influence of marketing via V-logging on Instagram has changed consumers’ buying behavior in the current pandemic in Pakistan. Design/Methodology/Approach: The study employed the 'media richness theory,' which states that there are various types of communication channels, each of which tends to be richer than the others based on two major principles associated with those channels: the first is a communication's tendency to provide sufficient feedback, and the second is the cues the medium can provide. Findings: By exploring the factors that are affecting the buying intentions of consumers using Instagram adverts, the research study attempted to portray a new yet different viewpoint on the use of media richness theory. The study purports to examine the role of social media influencers in changing consumer purchase intention in Pakistan during the Pandemic and the chances that it may remain uniform even after the pandemic passes for young Pakistani consumers only. Implications/Originality/Value: Finding of the study suggests that as social media play a key role in changing consumer purchases intentions. Thus, this could be improved and ought to be in more realistic way for the benefit of society.