PERCEPTION OF YOUNG ADULTS ABOUT SOCIAL MEDIA INFLUENCER CULTURE IN PAKISTAN.

Abstract

This study explores how young adults in Pakistan perceive and engage with social media influencers. Previous literature on influencers has largely focused on marketing and consumption issues with comparatively little emphasis on how youth perceive influencer culture. This research is based on a qualitative methodology whereby data have been collected from five semi-structured interviews and one focus group discussion among young adults aged 20-25 years. For data analysis, thematic analysis was conducted. In total, four major themes were identified, which include ambiguous perception towards social media influencers, reliance upon perceived credibility of social media personalities, subtle persuasion with regard to lifestyle and decision-making, and the influence of pressure exerted due to unrealistic portrayals of people's lifestyles. Influencers are considered both entertaining and educational by most young people; however, these individuals have raised several issues, such as the issue of exaggerated claims, sponsorship issues, and the depiction of life that may be unrealistic. Despite claiming that they are not greatly influenced by the content on social media, results reveal the extent to which young people have been influenced with regard to self-perceptions, lifestyle choices, and social comparisons.