http://hdl.handle.net/123456789/11986 2026-04-04T12:04:31Z http://hdl.handle.net/123456789/20104 Evaluating the Role of Micro-Influencers in Social Media Crisis Management: A Case Study of the Local Fast-Food Industry in Islamabad, Pakistan Iiman Maeen, 01-222232-032 This research study examines the role of micro-influencers in shaping consumer trust during crises in Islamabad’s fast-food industry, with the main focus on the mediating effect of perceived credibility. With time, as influencer marketing continuously gains prominence in the digital economies, with their smaller but highly engaged audiences, micro-influencers, have emerged as key players in crises communication as a result of their relatability and perceived authenticity. Grounded in Authenticity theory, Social Exchange Theory, and the Customer- Based Brand Equity Model, this research study investigates how micro-influencer attributes like engagement, relatability and authenticity, influence consumer trust, both directly and through perceived credibility. With the help of quantitative approach, data was collected from 307 social media users based in Islamabad through structured questionnaires. Through analysis done through regression and mediation analyses, it was revealed that micro-influencer attributes have a significant impact on consumer trust and perceived credibility. An exceptionally strong relationship has been demonstrated by perceived credibility with consumer trust and partially mediated the influence of micro-influencer attributes on trust. Also, among all the platforms, the findings highlight YouTube as the dominant platform (77.5%) for influencer engagement, with younger demographics aged 18 to 34 years being the most active participants. Through empirical validation of the mediating role of credibility in influencer marketing the study contributed to theory and also offers practical insights for brands seeking to leverage micro-influencers for crises management. Recommendations include prioritizing authenticity over follower count, fostering pre-crisis influencer relationships, and optimizing video-based content for trust-building. Limitations and future research directions are discussed, emphasizing the need for cross-cultural and longitudinal studies. Therefore, this research ultimately underscores the strategic value that micro-influencers hold in restoring consumer confidence during times of crises for brands, particularly in digitally connected emerging markets like Islamabad, Pakistan. Supervised by Dr. Qazi Subhan 2025-01-01T00:00:00Z http://hdl.handle.net/123456789/20102 Social Media Marketing Platform(Wechat)’s Impact on Consumers Buying Behavior in E-commerce: Customer Engagement as a Moderator Ma Guiming, 01-322232-012 This study aims to analyze the effect of Social Media Marketing Platform(SMMP) on the buying behavior of consumers in E-commerce, using the WeChat as the platform for the SMMP, and customer engagement as the moderating factor. Leveraging multiple aspects of people’s lives, from communication to payment and commerce, such as the WeChat, turn into marketing platforms. Although there has been a trend towards the use of social commerce strategies, this study identifies the lack of knowledge on the impact of engagement-driven marketing on consumers under the WeChat. To fill this gap, the current research employs a quantitative, cross-sectional survey approach grounded on the Social Exchange Theory (SET) which focuses on the reciprocal exchange of value between the brands and the consumers. The primary data was collected using a close-ended online/ electronic survey questionnaire for the WeChat users with the age bracket of 18-55+ years. And 234 of those were valid responses which were then INTERVAL: analyzed using the SPSS. The scale was comprised of 22 items with questions relating to perceived Social Media Marketing Platform (information content, interaction, etc.), customer factors (trust, satisfaction, data security), and consumers’ behavior patterns (repeat purchase). The Likert-scale responses allowed for the use of descriptive statistics and further analysis including correlation analysis, regression analysis, and Hayes’ PROCESS moderation analysis. The results suggest that the SMMP (Wechat) plays a vital role in the buying behavior of the consumers of the WeChat. However, customer engagement further improves this relationship, as it acts as a moderator, bolstering the effect of marketing content on purchase decisions. The findings support increases in engagement in terms of emotion, trust, and satisfaction to boost the impact of social media mechanisms. Realtime communication, content customization, and integrated reward programs also play to this effect. Supervised by Ms. Izza Shahzad 2025-01-01T00:00:00Z http://hdl.handle.net/123456789/20103 The Influence of Social Media Advertising on Buying Behavior Towards Luxury Fashion Brands: A study of Pakistani Millennials and generation Z Adeeba Sarwar, 01-321241-002 This study explores the influence of content marketing, influencer marketing, and viral marketing on consumer buying behavior toward luxury fashion brands, with a particular focus on the moderating role of brand image. Targeting Millennials and Generation Z in Pakistan, the research addresses the evolving dynamics of digital marketing in the luxury fashion industry within an emerging market context. Despite the increasing use of social media platforms by luxury brands, limited empirical evidence exists regarding the effectiveness of specific digital marketing strategies in shaping consumer behavior, especially in culturally diverse regions like Pakistan. Using quantitative research design, data was collected through structured questionnaires from participants engaged with luxury fashion content on social media. The study employed statistical techniques to analyze the direct and interactive effects of the independent variables on buying behavior. The findings reveal that all three digital marketing strategies have a significant positive impact on consumer purchase intentions. Moreover, brand image acts as a crucial moderating factor, enhancing the relationship between each marketing strategy and consumer buying behavior. This research provides valuable theoretical contributions by contextualizing digital marketing strategies within the Pakistani luxury fashion industry. It also offers practical implications for marketers, emphasizing the need to develop brand-consistent content, foster meaningful influencer partnerships, and design culturally resonant viral campaigns. Maintaining a strong and prestigious brand image further amplifies the effectiveness of these efforts. Overall, the study highlights the importance of integrating strategic communication and brand positioning to influence young, digitally connected consumers in competitive fashion markets. Supervised by Mr. Salman Ali Khan 2025-01-01T00:00:00Z http://hdl.handle.net/123456789/20110 The Adoption of Effective Marketing Communication Strategies in Family-Owned Small Businesses Amna Faran, 01-221241-002 In Pakistan and many other countries, Family-owned small businesses (FOSBs) help support the economy by providing jobs, encouraging new ideas, and holding close ties with their communities. In the past, these companies relied mostly on sharing information through friends and associates, ads in the local newspapers, and joining community groups. Modern digital technologies have radically improved the methods companies use to advertise, allowing them to reach more people, interact with them better, and measure how their campaigns are working. Even with these plus points, many Family-owned small businesses (FOSBs) find it hard to incorporate digital marketing because of lack of funds, inexperience with technology, and fear of new ways of doing things. This research looks at the use of marketing communication methods in family-owned small businesses in Pakistan, specifically how they are moving from traditional to digital methods. The study uses a mix of surveys and semi-structured interviews to find out what works overall and in specific ways. A survey was conducted using 100 respondents made up of family business owners and marketing experts to evaluate the number of companies using digital marketing, whether it is effective, and what problems exist. As part of the qualitative phase, 30 respondents were interviewed to better understand their experiences, motivations, and barriers to using digital marketing in family enterprises. Research has discovered that though many family businesses appreciate the benefits and growth potential of digital marketing, they face challenges such as lack of money and enough skills in this area. It becomes harder for digitalization to progress when some change-resistant older members of the family insist on keeping traditional methods. The study points out that generational differences exist, with younger people more interested in digital tools for marketing, such as using social media, optimizing websites, advertising through search engines, and building an email list. The research highlights that having targeted training programs, government and industry help with incentives, and professional consultants can all help promote successful digital marketing uptake. They help ensure companies mix their cultural and modern communication methods to fit the current needs. The paper attempts to use the Relationship Marketing Theory, Technology Acceptance Model, Resource-Based View, and Diffusion of Innovations Theory to understand the process and challenges involved in family businesses. This research gives more support to the literature by showing results from an emerging country and highlighting family influences on marketing communication. In essence, this study brings forward ideas for family businesses, policy makers, and marketing professionals on how to conduct digital marketing more effectively. The research outlines effective practices including custom training, financial plans, and consulting, to better prepare Family-owned small businesses (FOSBs) for digital markets. In conclusion, this study highlights the need to overcome financial, technical, and cultural issues for family-owned small businesses to use digital marketing. Family-owned small businesses (FOSBs) in Pakistan can use digital marketing to increase growth and ensure long-term success by combining age-old ideas with modern concepts Supervised by Dr. Muhammad Awais Mehmood 2025-01-01T00:00:00Z