Influencer Marketing has become a critical marketing method worldwide due to the natural and credible way of delivering messages to the target audience via customised and personalised style of communication. Hence, the influx of social media influencers possessing different personalities to different kinds of audiences. The impact of social media influencers is high in the first world countries such as the U.S. and those in the western Europe, but it was unclear for Pakistan. There are past studies on the impact of certain traits of social media influencers, and the social media influencers in general, on the purchase intention of consumers of different countries, but none on the young adults in Punjab, Pakistan

Social Media; Online Purchase Intention; Millennials; Marketing