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Navigating the Digital Landscape: Impact of Instagram Influencers’ Credibility on Consumer Behaviour Among Gen Z and Millennials

100%

Shahid T. , Ikram M.

tom 7

nr 1

95-113

Amidst the online advertising revolution, Instagram influencers have risen to power, exercising remarkable authority in shaping consumer behaviour in the digital media landscape. This article aims to provide an impact of Instagram influencers’ credibility on three different forms of consumer behaviour i.e., purchase intention, purchase decision process, and impulse buying. The investigation extends to evaluate the comparison of Generation Z and Millennials in terms of their perceived Instagram influencers’ credibility and consumer behaviour. Furthermore, it seeks to develop an understanding of the role of homophily as a mediator between influencers’ credibility and consumer behaviour. In this study, authors use the Model of Credibility proposed by Ohanian (1990) and the Purchase Decision Process suggested by John Dewey (1910) to gain deeper insights on how digital media is redefining the buying patterns of consumers. For this purpose, the authors employ survey analysis and collect the data from 350 Instagram users through purposive sampling across Pakistan. The finding of this study suggests that Instagram influencers’ credibility has significant positive impact on the consumer behaviour of Gen Z and Millennials. Gen Z is more likely to perceive Instagram influencers as credible and possesses stronger desire to shop or make impulsive buying decisions than Millennials. Moreover, the results elucidate that homophily partially mediates between Instagram influencers’ credibility and consumer behaviour. Furthermore, this study reveals that socioeconomic status and qualification level of the Millennials and Gen Z play a significant role to shape their consumer behaviour and perceived influencers’ credibility. This study contributes to the existing body of knowledge by shedding light on the changing dynamics of digital advertising within the context of online influencers.

Beyond Media Education: Assessing News Media Literacy in Media Students of Public and Private Universities in Pakistan

100%

Ikram M. , Hameedur Rahman B.

tom 6

nr 1

70-90

Infiltration of mass media has increased the exigency of tools necessary for countering the hazardous effects of mass media. Media literacy is considered a tool essential in the 21st century for a democratic society that aims to empower the audience and provides autonomy over mass media messages. Media education plays a significant role in educating media students about theoretical and practical knowledge about media industries. The researcher has employed the “Cognitive Model of Media Literacy” proposed by Potter (2004) and seven skills of media literacy suggested by Potter (2019), particularly as related to news content. News media is supposed to be highly objective, but highlighting some news while neglecting others raises questions about the objectivity of news media. The study intends to explore the standard of media education in Pakistan in imparting news media literacy among media students enrolled in BS and Master’s degree programs. To analyze the level of theoretical and practical knowledge of media students regarding news media and their level of news literacy skills, the researcher has collected data using a cross-sectional survey of 300 students (N=300) enrolled in two public and two private universities in Pakistan, including 200 media students and 100 non-media students. Moreover, through content analysis of the curriculum of media studies mentioned in the prospectus of BS and Master’s degree programs, the standard of media education in Pakistan is also assessed. The study’s findings suggest that media students are more news media literate than non-media students, highlighting the significance of media education. Similarly, consciously and excessively consuming news media also positively affects the level of news media literacy in media students. Moreover, this study suggests that while performing information processing tasks, media students are equipped with skills to perform the task of news filtering comparatively better than meaning construction tasks. However, content analysis of the curriculum reveals that the majority of the courses related to news content focus on theoretical and practical knowledge while neglecting the significance of incorporating analytical courses crucial to harness critical thinking skills. The findings elucidate that universities offering analytical courses in their BS and Master levels scored higher in their news media literacy than those not offering analytical courses. Therefore, the study suggests the incorporation of analytical courses at BS and Master level media education curricula to develop essential skills for performing meaning construction tasks effectively.