Social Media

Influencer
Marketing and
Consumers’
Purchase
Intention:
Investigating the Mediating Role of
Credibility in Smartphone Industry in
Pakistan
 Group Members:

1. Sumama Syed 1811339

2. Ghulam Murtaza 1811217
3. Muhammad Hussnain 1811120
4. Abdul Haq 1811309
5. Muhammad Ahsan Tariq 1711421
 CONTENTS

• Background of the study

o Problem Statement
o Research Objectives
o Scope & Limitation
o Justification
o Assumptions
• Methodology
o Type of Research and Approach
o Theoretical Framework
o Hypothesis & Variables
o Data Collection & Plan of Analysis
 Background
of the Study
• Smartphone industry is one of
the biggest industry in Pakistan.
• 152 million mobile phone
subscribers increased in the
past year.
• The decisions of people to buy
phones are influenced by many
factors.
• One of the biggest factor is
Social Media Influencers.
 Problem Statement

• Smartphone industry is dependent on its marketing strategies.

• They advertise their products through celebrities, ads, and
influencers.
• The dynamics of marketing has shifted towards social media.
• Now consumers intentions are driven by the social media
celebrity they follow.
• These influencers affect the decision of there followers as they
have a relation of trust.
• Therefore, it is necessary to study the impact that social media
influencers have on the consumers purchase intention.
 Research Objectives

This study will be measure the social media influencer

marketing’s impact on consumer purchase intention while
keeping credibility as a mediating variable.
 Scope & Limitation

Scope
• Subject to the study will be respondents who use smartphones and are willing to buy one,
also those who do not have a smartphone but influence the buying decision of people
around them.
• The respondents owning a feature phone will not be considered unless they are willing to
switch to smartphones.
• The study will only provide the data and analysis of purchase intention of a smartphone
user influenced by any social media influencer.
• The responses will be collected via online forms.
Limitations:
• Rural population, cannot not be covered during the research due to geographical
constraints.
• Any technological revolution which suddenly starts affecting the purchasing behavior of
the customer would not be accounted for.
 Justification

• This study is significant in order to determine the

fluctuation in consumers’ purchase intention for Pakistan’s
Smartphone industry, while keeping the use of social media
influencers as a determinant.
• To thoroughly understand the buying behavior of customers
and the process of decision making before purchasing any
Smartphone.
• To determine the relationship between credibility of the
social media influencer and purchase intention of the
customer.
• The smartphone industry is the direct beneficiary of our
research as it will get to know how the social media
influencers as a mediator promotes their product and
increase the credibility of their products.
 Assumptions

• The selected respondents will be assumed to be providing

true information.
• A respondent found to be temporarily living in a city but
permanently living in another city would be assumed to be
a respondent of the city which is his/her permanent home
address.
• Any respondent who is willing to participate in the research
would be assumed as smartphone user until and unless he
specifies himself as non-smartphone user.
• An oversea Pakistani respondent will be considered as a
respondent from the city of his/her origin.
 Methodology: Type of Research and
Approach

• Our research approach is quantitative research. The research will

investigate the impact of our independent variables (source
expertise, source attractiveness, information transferred, Product
Match-up) on the dependent Variable (consumer purchase intention)
through a mediating variable that is Credibility. The research
strategy opted for quantitative research will be an explanatory
strategy.
• The approach that we will be embodying is research via
questionnaires to develop a conclusion. It will be suitable to use
quantitative research approach because the topic’s dependent
variable, customer purchase intentions, is more eminent to the
reactions of the customer instead of the social media influencers or
the marketeers, it is necessary to explore the preference and impact
on the customers in order to satisfy the needs of this research topic
Theoretical Framework
 Hypothesis & Variables

Source Attractiveness:

Hypothesis 1: There is significant impact of source attractiveness on purchase intention

while credibility mediates the relationship.  

Product Match-up:

Hypothesis 2: There is a significant impact of product celebrity match-up on purchase

intention while credibility mediates the relationship.

Information Transferred:

Hypothesis 3: There is a significant impact of information transferred on purchase

intention while credibility mediates the relationship.

Source Expertise:

Hypothesis 3: There is a significant impact of information transferred on purchase

intention while credibility mediates the relationship.
 Data Collection &Plan of
Analysis

Data Collection
• We plan on collecting our responses via Google Forms, and then illustrate our
evaluation through graphical representation and mathematical illustration. We plan on
aiming to set the sample size to 150 respondents.

Plan of Analysis:
• SPSS software will be used to run statistical tests

• Regression analysis will be conducted to measure impact of independent variables on

dependent variables
• The coefficient table will be used to form regression equation, which will determine
whether independent variables impact dependent variables
• Correlation test will be run to check strength of variables

• Cronbach’s alpha will be used to show reliability and validity of results

 References

http://ganj-ie.iust.ac.ir:8081/images/2/22/Ajbr170035.pdf
https://jurnaljam.ub.ac.id/index.php/jam/article/view/1510/1204
https://openaccess.nhh.no/nhh-xmlui/bitstream/handle/11250/2453
218/masterthesis.PDF?sequence=1
https://pubmed.ncbi.nlm.nih.gov/
THANK
S

CREDITS: This presentation template was created by

Slidesgo, including icons by Flaticon, and
infographics & images by Freepik and illustrations
by Storyset