Bachelors of Business Administration

Submitted by
Razia bajwa (BBHM-S19-011)
Maiyda Zahid (BBHM-S19-031)
Session: [2019 – 2021]
Submitted to
Dr Nadia

Title
The impact of social media influencers on consumers buying intention with mediating effect
of brand image and self-concept: A case study of textile sector in Pakistan

Historical background and Introduction

In the past decade many influencers attracted their audience to increase their brand and also
selected by the companies for brand promotions and casted in television ads and filmmaking
task. There are the number of Pakistani influencers like Asim azar is knowed as strong social
media influencer with many followers in YouTube. On the other hand, ali Rehman khan also
known from his followers on YouTube and he is renowned for filmmaking projects.

Social media influencers market was arrised in Pakistan since 2010 and emerging over the
years. Pakistani influencers give comments, share ideas and shows their talent through social
media platforms like Facebook, Instagram, Ticktok, Twitter, LinkedIn etc. Moreover, it is also
believed that the use of Facebook and twitter arrised in Pakistan from 2010 to date. The use of

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these platform shows that information about brand image and purchasing decision were
increased in rating.
Park et al. (2009) uttered that social media is very convenient and essential for companies to
use it in for external promotion marketing, building strong consumer relationship and better
communications with employees. Social media advertisement is considered 50% higher than
conventional advertisement. On the other hand, social media effects 90% of all purchases of
the customers (Report 2013 marketing cloud.com).

This study is about to know the impact of social media influencers on consumer buying
intension with mediating effect of brand image and self-concept.

Textile sectors contribute its share i.e., 8.5 percent to the GDP of Pakistan. In Pakistan, it has
been found that most of the males and females intends to start an online business after
completing their studies for self-earning. Nowadays, social media marketing and influencers are
being preferred for providing information to the customers about brands and most of the
people are decided to get online views about brands for purchasing decisions. He said that
although its new but definitely growing. Moreover, he studied that Malaysian fashion brands are
searching to build direct relationships with consumers through social media influencers.
According to his report 60 percent of fashion brands have used social media influencers
marketing strategies while 21 percent are planning to invest in social media marketing
influencers over the next 12 months.

Moreover, social media users worldwide are 3.6 billion people and it is estimated that almost
there will increased in 4.4 billion in 2025(H. Tankorska, according to same 2021).

Tictok users in particular is about 33 million (ADP Annie firm, 2021) and Instagram users in
particular are about 10 million in Pakistan, 66.9% are majority of men. Convenience media
indicators with small investment and without hiring any staff people are running their business
conveniently and target their customers.

Influencer’s marketing is a new idea. Mostly customer buying perception influences with the
experiences of their friends and family. Influencers are now being approached for brand image
and self-concept of the consumers for buying intension. Youtubers allow companies to link
them adds on videos. Tick toker uses branded products during videos, Facebook pages are
being used for customer’s attraction about brand image and Self-concept to increase buying
intention for customers.

As marketing plays a vital role for increasing revenue and sales by building strong customers
relationship. Organizations used online marketing strategies for brand imaging among the

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general pubic. Number of studies witnessed that social media marketing plays an effective role
to gain mutual relationship between external and internal customers as well as stake holders’
organizations.

Taillon et al. (2020) asserted that social media influencers emerged as new marketing tool for
brand managers. Purchase intention means individuals efforts and plan to purchase a
brand (Spars et Al., 2004). Geson et Al. (2020) briefed that social networking sites
received higher attention from marketers/companies in recent years to capitalize for
getting opportunities to impact consumers buying intention. It was estimated by Statista
(2009) that 2.82 billion people used social media worldwide and number of social media
projected increased almost 3.1 billion in 2020. As per report of 2020 of social media
marketing activities like WhatsApp is used over the 180 countries, linked in users in Pakistan are
6million, users of twitters are 3 million.
Approximately 2.8 billion users activated their accounts in the 4 th quarter of 2020(H.
tankovska,2021). Furthermore, WhatsApp source is used over one hundred and eighty
countries, LinkedIn users of Pakistan is 6 million users of twitter are 3 million, YouTube users all
over the world are 2.3 billion (79% users have their own YouTube accounts), YouTube videos
are watched over a billion hours every day which shows that social media networks are
effective way of spreading information among the targeted audiences and most of the people
are doing their business thorough these social media networks.

Influencers are used in small to medium companies for establishing brand through social media
market. In Pakistan small to medium enterprises get the brand visible among target audience
through social media influencers. Influencer’s marketing rising more influence in Pakistan. 2018
proved the rise of child star influencer Ahmed’s shah in social media due to spreading
information about brands to attract children. It is believed that in near future, Pakistani
influencers would become a part of companies as market agent to build a brand image by
leading independent campaigns. Pakistani brand companies in Pakistan like dermatogical
centers, food and catering brands etc. offered a range of discount through influencers.
Domestic influencers are also invited to launch products and services events.

Bhat et al. (2018) online reviews, comments and blogs on usage of brand experience is very
effective than oral communication to make strong brand image. He further clarified that brand
image reduces customers variability and relished as a attracting phenomenon. Neisotli et al.
(2016) said that companies with successful brands are using online social media for
communication and sustenance with customers.

Marketing budget of companies are now shifting from traditional marketing such as using of
print media and radio, alternately prefer the social media to become cost effective and instantly
reading, the targets audience (Puha et al., 2017).

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Smart et al., (2017) explained that influencer marketing aimed to use the influencers for
spreading brand images to the consumer. Fibers et al. (2011) reported that social media
influencer is introduced as a prominent third-party endorser.

Alawan et al. (2017) expressed that it is necessary to study how the impact of social media
activities for aiming at reading target audience by emotional activities. Social media boost sales
from new and old customer and also strike customers attitude, interest, perceptions of buying
products and so on. (Lindsey-Mullikan). Borin (2017) and Staelin (2016) revealed that 55%
decisions of consumers were made by social media communication. Therefore, social media is
an important element of online marketing strategies.
Shan (2016) studied that customer looks integrity in online reviews before adopting the
products. Market hub, (2016) expressed that in spite of access of social media plate forms like
Facebook, WhatsApp twitter, YouTube and Instagram, social media influencers are used
rationally, reveal the product information and promotion of new products to online followers.
Now a days, customers seek online product reviews before making a purchasing decision
(Zheng et al; 2014)

According to Malik et Al. (2013) brand image plays an important role to expand business
performance and it is a tool which can change consumer buying intensions positively. He
further asserted that people prefer to buy branded products to represent their status sign and
are conscious about their status. Brand is considered to be a tool through which companies
received attractions of public and enjoyed competitive benefits. It is used as a weapon to fight
with their competitors, companies that manage brands effectively have maximum number of
customers and long-term profitable relationship with customers.

Brand image shows feelings of consumers that are attached to specific brand (Lamb et al 2000).
Influencers of social media connected with their followers regularly and keep update with latest
news (Liea et al., 2012)

Brand image shows customer interest and customer intentions (Keller, 1993). He further
explained that brand association originated through customer experiences and information
received from marketing channels due to existing customers relationship within organization.
Hence, brand image is the mental perception of product or a brand in customers mind,
associated with exact quality of a product or service (Dobni et al 1990) Allen et al 1997 and Back
et al, 2004).
According to Chaiken (1993) explained that brand is only evaluation, purchase intention
is a self-concept about the brand with an intention of having a buying behavior.
According to Simona social media is used as medium that sets to provide comparative
advantage for all types of relationship among target audience and organization.

Social media plays an important role of effective media by building visitor relations, consuming
less time. Gil et al describe that social media gives an opportunity to the people to freely

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interact with others for buying perception and also offers ways to the organization to reach
information about their products and services with their customers. He further reiterated that
billions of people used social media i.e., Facebook, Instagram, WhatsApp, YouTube etc.

One step forward company are giving their focus towards the social media influencers. These
companies are now preferring people having million fans in tick tokers, Instagram and Facebook
bloggers and social media accounts. Celebrities for marketing advertisement are switched first
1st option to the 2nd option.

Influencers are those persons who have high fame for their skills and knowledge on specific
areas. They post and share their ideas regularly on social media influencers and got attention
from viewers. Influencers are different types. Some are known by number of followers, some by
types of content and by level of influence. It is believed that 70% of youth thinks that your
tubers are more considerable than celebrities as well as 88 % of customers like online shopping
instead of face-to-face shopping.

Rosenberg (1979) focused that self-concept indicate individual feelings and thoughts about the
product itself. Self-concept shows feelings and thoughts of the individual about anything he
knows. (Rosen bary, 1979)

Hence social media influencer is very important for consumers buying intention with immediate

effect of brand image and self-concept in textile industry of Pakistan

 Problem statement
Number of studies have been conducted by the researchers just for knowing the impact of
social media marketing in general but the impact of social media marketing influencers on
consumers buying intensions with mediating effect of brand image and customers self-concept
is not studied within effective way. This study will believe that few of the companies are
connected with social media influencers and are unawarded about the impact of social media
influencers i.e, bloggers, tiktok, YouTube, twitters, Facebook, Instagram users having huge
number of followers on customer buying intentions with the mediating effect of brand image
and customer self-concept. More over number of studies have been found that the impact of
social media marketing was researched in general but the impact of social media influencers
and their importance for their customers buying intension is under limited research. The issue
will be addressed by this study.

Moreover, there is a need to give importance to the social media influencers instead of using
social media marketing for interaction of branded companies with their customers is newly a
small business.

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Research gap
In Pakistan, there are a few studies on consumer social media influencers buying intention in
fashion industry. This study will help to fill the gap by focusing on the importance of social
media influencers on customer buying intentions in fashion industry with media effect of brand
image
and customer self-concept.

Objectives
 To know the impact of social media influencers on brand image of fashion industry.
 To know the impact of social media influencers on customers self-concept
 To know the impact of social media influencers on customers buying intension

Research question
 What is the impact of social media influencers on brand image of fashion industry?
 What is the impact of social media influencers on customers self-concept?
 What is the impact of social media influencers on customers buying intension?

 Literature review

Cherysoula (2017, (b)) viewed that everyone has now become an influencer through the use of
social media which provides tool for the users to create target audience and influence the
customers and further said that companies have to seek the social media users to grow the
brand image and build brand image and purchasing power by customer intentions. The report
further concluded that company should avail an opportunity of social media to commit with
their customers. Convince and convert published that 53% of companies in America adopted
social media for brand awareness are more reliable than other brands.

Moreover, there influencers give updated information and are able to impact consumer self-
concept about brand and buying intensions. Number of experts believed that social media
influencers should increase in near future because the use of social media influencers as a
marketing media is attractive and popular all over the world.

Razai et al. (2019) digital marketing cannot be denied due to rapid access of information among
people. Sekhon et al. (2016) study that social media influencers have a higher press weight as
compared to the recommendations of families or friends about a product purchase. the
importance of social media influences are considered highly and their impact on
marketing by number of online studies (Hill, 2019).

Wang et al.,(2018) quoted that number of studies found positive relationships between
influencers and buying intention. CHUN et al. (2018) wrote in his study that due to increase of

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the use of social media over the past years, influencers marketing has become a part of social
media marketing for interacting directly with customers. He said that although its new but
definitely growing. Moreover, he studied that Malaysian fashion brands are searching to build
direct relationships with consumers through social media influencers. According to his report 60
percent of fashion brands have used social media influencers marketing strategies while 21
percent are planning to invest in social media marketing influencers over the next 12 months.
Lai Turban (2018) explained that Internet has been transferred into web 2.0, a new
advancement web 2.0 is introduced to give users a frequent intercommunication and
participation on web. Kirk Petrik, 2018 also proved that social media boost eleven times return
on investment more than any other kinds of advertisement.

Dveiman et al. (2017) found that consumers mostly received information about brand from
social media influencers than companies, social media influence impact the self-concept of the
customer towards the product (Soloman, 2017). Companies are increasing the use of micro
celebrities or called social media influencers for spreading information’s among target
customers (Welling 2017). Influencers share their views about products on social media
platforms such as Instagram for spreading viral communication of brands online
(Hudders et al.,2017)
(Statista 2017) he also study that revenue of social media advertisement worldwide
amounting to rupees 68 billion US dollars in 2008 is hoped to reach 185 billion US
dollars in 2022. Evans (2017) uttered that social media influencers has become very
important marketing communication tools by offering engagements with large member
of consumers within a short time period at low cost in contrast with traditional
advertisement.
Riga et al.(2017) suggested that companies all over the world is now searching new ways to
reach their customers. Muhammad et al.(2017) briefed that influencers are considered to be
the rapid safe way of development of brand image self-concept and buying intentions among
consumers.

Muhammad et al. (2017(b)) studied that when and ordinary man sells a product and ask you to
try that brand there would be possibility of consumer buying intentions than the brand/
product preferred by the celebrity/ influencer. They further informed that influencers reviews
comments about brand have no guarantee to impact the consumer buying intention, brand
image and self-concept unless the effective marketing strategy will be involved with
endorsement of information. They said influencers marketing is increased because of its
importance for brand communication as a key to success in marketing. They proposed that
influencers are to attract women in the field of cosmetics and ladies apparel because
influencers result positive advertisement, increase in product rating and increase in buying
intentions.

In the world of marketing influencers play an essential role in attaining company’s goals and
maintaining the reputation (Lim et al., 2017, Harrison 2017, Patel 2016; Talavelna 2015).
Customers attraction and media coverage incomes also achieved through social media

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influencers. Cherysoula et al (2017, (a)) shared that traditional word of mouth converted into
the electronic word of mouth and influencers marketing is introduced by brand awareness is
provided to the customers with the huge number of followers. Texas university published a
report where it motioned that companies who engaged the social media channels/ influencers
received higher attraction from their customers.

Wood (2016, a) explained that traditional marketing like sharing information about the brand
through television had a large contribution for brand awareness, but in 2017 digital marketing
spending exceeded it. Wood (2016, (b)) found that consumers prefer to recommend, customers
seek their friends’ recommendations for all types of advertisement before purchasing.
To maintain all personal relationships and to be socially active, social media accounts are very
important (Tsay -Vogel, 2016). Social media influencers mostly use brands as per their lifestyle
and also share their experiences on social media channels and influencers could select a
product that would influence the customers public opinion and encourage them to purchase
the product (Minuaat et al., 2016). Number of studies has suggested that posting
transferring information through social media influencers had a positive impact on brand
image (Spy et Al., 2011). Experts purposed that social media influencers connects more
with their followers and can be very effective in providing information with great level of
encouragement (Dhanic 2016).
Zhu et al.(2016) highlighted social networking site as electronic word of mouth and
major factor that can impact consumer buying intention.
Forbes (2016) explained that distribution of information through social media influencers
attract the customers intention and they become famous through going followers with
the use of social media platform for example Blogs, YouTube, Facebook and Instagram.

Chun (2016 (b)) retreated that now a day’s fashion industry plays an essential role in
society as people use fashion to show themselves and act as a self-identity.
Grzeskowiak et al.(2016) explained that consumer like to buy the products they thinks match
their self-concept/self-images. Buller(2013) argued that consumer buying intensions relates to
marker place and their self-concept

Brands are well awarded by people through social media activities around the world and
investment on social networking sites like twitter, Facebook and Instagram is increasing
the increase in use of influencers marketing on social network sites which makes
companies to drive a disclose of information with proper placement and learning
meaning among consumers for self-concept and buying intentions (FTC, 2015).
Okoe et Al.(2015) expressed that in the past years social media influencers(SMIs) got
attention due to credible, favorable and useful information that consequently impacted
the consumer buying intention. He further said that there is 40 % increase in consumers
buying intension by the use of social media influencers accounts and are regularly connected in
different topics and share new information ideas (loper et al., 2014).

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Social media acts as a third part to recommend and promote the product through social media
platforms, which may influence the consumer self-concept an attitude towards a product
(Klipetal 2014). Gin et al. (2014) proposed that influencers having large number of
followers are more beneficial source than influencers having small number of followers.
Malik et al (2013) investigated that brand image plays a vital role to expand business
performance because of positively change in customers buying intention.
Fuller(2013) exposed hat number of studies found that researchers awarded social nature of
the brands and its importance for creating value and supporting consumer buying intention.

Sirg et al.(2013) self-concept is used to focus psychological and sociological security in large
level and to focus on empirical research . According to Rai(2013) influencers are those persons
who get fame through the use of different social media norms. He further described that
mostly companies hired influencers endorse brand information because they believe that
renowned can very easily gets brand awareness among customers and provide information and
intention. Chen et al.(2013) evident that consumer purchase intentions and influencers have a
significant correlation. Atake (2013) briefed that higher perception is the higher brand image
promoted by the influencers. Social media practice through influencers reserve a positive
interaction with brand image because information is heard through local media which is more
influential in effecting the behavior and buying intensions (Labre-Sque et al, 2013).
According to Choi et al.(2012) found that social media users follow social media influencers in
the impact of lifestyle because they view similarities with influencers about lifestyle through
social media. The purchase intention is made through similarities between consumers and
social media influencers in self-concept (Choi et al. (b)). Koh et al.(2012) believed that the
brand recognized by the consumer, higher the interest of the consumers with the product and
services.
Le flange et al., 2012 described that companies received different values/opportunities like
brand image through social media. Social media influencers are primarily introduced in the field
of advertisement practically give importance in the market and arise the social media marketing

Muntinga et al.(2011) told that social media website plays a role in destination of information
about products, new product promotion and develop brand image and ways to improve buying
intentions.
Moreover, individuals share and receive information through social media and online
communities/ groups (Chen et al.2011).Lu et al.( 2010) suggested that a business has new
system in recent years for engagement with the customers i.e. social media like online
communities.

Lu and Hsiao (2010) shared that online groups/ activities and social networking sites (SNS) are
an efficacious technology used for sharing information and social interactions. (Xin et al. 2017).
Influencer’s marketing focus on the use of influencers to drive brand’s information and to reach
the target customers.

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Wilner(2010) describes that social media gives an opportunity to spread information towards
the target audience for brand awareness through social networks.
Mukerjee(2009) stressed that brand image and intention to buy is influenced through social
media influencers if completes the requirement of credibility and attraction. Erdogan et al.
(1998) explained that companies invested huge capital on celebrity market have relationship
with customer and called marketing strategy.
Aaker (2009) that a product’s brand plays a vital role in the field of marketing. Brand image is a
source of a identification of the products with its image features. Raja Gopal(2006) defined that
the brand image gives value to the consumer in different ways. It helps than to process the
information about the product and differentiate the product from others and gives the reason
to buy the product or to make the reason for increasing the use of the product.

Quelch et al. (2008) showed that due to increase in worldwide development and the immense
use of marketing technologies. The ways of advertisement and promotion are going to move in
a way in which companies may focus on consumers.
Xue (2008) states that self-concept is used by marketers to create brand image and planning
strategies. Mittal (1989) described that consumer purchase intention and encouragement to
buy a reliable product is based on situation to buy. Cheung et al. (2008) asserted that
influencers can impact on buying intention through trust worthiness because influencers
define the information credibly by brand endorsement.
Klessmann et al. (2006) studied that self-concept plays a vital role in influencing the buying
behaviors/intentions of the customers.
Gold smith et al (2000) influencers are considered as a controlling instrument of promoting
brands because influencers share their image towards the brand by changing it into a known
brand with positive attitude and purchase intention of the consumers.
According to the Laroche et al. (1996) influencers change the preferences of consumers with an
intension of customer to buy Kahle et al., 1985 expressed that advertisement through social
media influencers attracts the attitude and buying intensions of the customers. (Pradhan et al)
implies that consumers buying behavior and social media influencers have a significant
relationship. He further stressed that consumer shows higher interest in buying when they are
conscious about self-concept and social identity. Brand image is an observation about the
product that is shown by the association with the brand in consumer mind (Keller, 1993).
Starr (1992) expressed that brand image through social media is a better way to avoid
loos of new products and it was followed by the 80 percent of the organization.
Koki(1987) further explored that market influence the consumer through prominent and
advised faces due to this marketers achieve their aim of creating brand image and self-concept
to consumer about the buying intention. He further clarified that customers mostly encourages
through those persons whom they attracted.
Self-concept is seemed as a complete idea of individual (Sirgy,1982). According to Kokil(1981)
theory influencers are those persons who are recognized in worldwide and they have many
advantages for companies like building trust, credibility and give attention of the consumers

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which ultimately resulted brand image and buying intention. These influencers are increased
sales, received market shares, this marketing strategy give exception and believe that the
product will get a popular image and attention of self-concept. Heath et al.(1981) consumer
buying intention about brand is based on self-image.

Research Hypothesis

H1: There is a significant relationship between social media influencers and brand image of the
fashion industry.
H2: There is a significant relationship between social media influencers and customers self-
concept of the fashion industry.

H3: There is a significant relationship between social media influencers buying behavior
intensions of the fashion industry.

H4: There is a significant relationship between brand image and customers buying intension of
the fashion industry.

H5: There is a significant relationship between self-concept and buying intension of the fashion
industry.

Framework

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Research Methodology
 In this study, quantitative method approach will be used with random sampling
technique in which all samples have equal chances of being selected.

 SPSS software will be used for data analysis. Close ended questionnaire will be prepared
and distributed among all the respondents for getting their reviews.

 Questionnaire structure will be divided into two parts biographical details and main
questions.

Sampling technique
The random sampling technique will be used in this study.

Sampling
The data collects upper-level, marketing manager, sales officers, sales representative of high
and small level of textile companies.

Sample size
The sample size will be exported 150 employees due to covid-19

Data analysis
Data analysis such as demographic profile, descriptive analysis, factor analysis, releasability
statistics and retention analysis used to know the acceptation and rejection of the hypothesis.

The case study of Sitara textile industry respondents will be requested to select options which
they think best for their observations. The options will be specified in five points

Strongly disagree= 1
Disagree= 2
Neutral= 3
Agree= 4
Strongly agree= 5

Population
The data will be collected from the employees of industry.

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Population size
The data will be collected from the head office of Sitara Textile industry.

 Limitations of the study

The limitations of the study will be the data will be collected only from 6 major districts;
 Panjab
 Lahore
 Rawalpindi
 Faisalabad
 D.G.K.
 Multan
 Sargodha

Other Districts of Pakistan will not be selected for data, are required to be selected for further
studies and to check the authenticity and velocity of data.

Gantt Chart

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