Psychosocial and Cultural Challenges of Social Media Influencers in Pakistan: A Qualitative Study

Social media influence is a rapidly developing market in which influencers face unique challenges linked to their cultural context. The development of digital platforms in Pakistan has enabled influencers to endorse products and advocate for them. This study investigated the experiences and challenges of social media influencers in Pakistan. Using a qualitative research approach, semi-structured interviews were conducted with N= 8 Instagram influencers who each have over 10,000 followers. Interpretative Phenomenological Analysis (IPA) was employed to analyze the collected data. Five superordinate themes emerged, including identity shaping, concerns, growth and resilience, challenges, and coping strategies. The findings indicate that while influencers experience a sense of self-identity construction and financial security, women express greater concern regarding appearance and prospects than their male counterparts do. The findings of this study highlight the need for increased awareness and support for social media influencers, particularly in culturally conservative countries such as Pakistan.