Exploring the Potential of Native Language in Micro-influencer Marketing: A Study of Engagement and Purchase Intention Among Pakistani Followers

Abstract

This study investigates the effects of micro-influencers who speak the local language of their followers on engagement and buying behavior in Pakistan's multilingual digital landscape. The study is based on the theories of Parasocial Interaction and Source Credibility, shows that speaking in a language that one is comfortable with increases emotional resonance and trust, converting passive followers into engaged participants. The results of a survey of 310 social media users and data analysis using PLS-SEM demonstrate that native language material has a big but subtle impact on purchase intent while also considerably increasing engagement and parasocial relationships. Although engagement is increased by trust in the influencer, purchases are not always ensured. This study emphasises how language connects cultures and serves as more than just a means of communication. The findings provide crucial information for companies looking to run genuine, powerful influencer efforts in regions with a wide range of cultural backgrounds.