INVESTIGATING THE INFLUENCE OF INSTAGRAM INFLUENCERS ON YOUTH: A CASE OF LAHORE

Abstract

This paper was based on a quantitative research study of the influence of Instagram influencers on the youth of Lahore. The research, relying on the Uses and Gratification Theory, aimed to find out the extent to which Instagram influencers could modify the attitude and behaviour of the youth in Lahore. The study employed a quantitative design to assess the relationship between the different variables, as the cross-sectional sampling strategy keyed 308 participants, and stratified random sampling was used to ensure that the selection of a representative was provided in different age groups within the three Lahore universities. The target population consisted of young people between the ages of 18 and 35 above living in Lahore, Pakistan. The data were collected by means of a structured survey questionnaire. The questionnaire held items that evaluated the attitude of the participants toward influencers, the interest in influencer contents, and any behavioural modifications that could be attributed to exposure to the influencers. SPSS played the role of analysing the data which had been collected. Descriptive statistics provided an overview of the responses provided by the survey and demographics of the participants. With the help of inferential statistics such as regression analysis and correlation, relationships between the influencer engagement and behavioural changes among the youth of Lahore were identified. The case study aimed to present empirical information concerning the impact of social media influencers on attitudes and behaviours of young people by conducting a quantitative study of the pressure brought about by Instagram influencers on Lahore young people. This finding has the potential of assisting educationalists, commercialists, and lawmakers to realize the role of influencers in the development of behaviour and culture among youths in the digital era.