https://www.ojs.mul.edu.pk/index.php/JPRSS <p>JPRSS is a collective effort. Our team members aim to synergize their potential and efforts to create a multi-disciplinary, productive, and inclusive international academic fraternity at Minhaj University Lahore. Moving forward with a pro-student approach, we consider students and young scholars as our primary asset and important target audience. The basic purpose is to develop a reading habit and promote a culture of knowledge exchange in students. Therefore, we encourage academia, experts, writers, and young scholars to contribute theoretical and empirical research papers and articles with current and historical insights. To acknowledge the significance of the latest debates and discussions and pitch in with these emerging discourses, JPRSS also accepts the reviews of the latest books or texts for publication.</p> Minhaj University Lahore en-US Journal of Professional Research in Social Sciences 2312-8755 https://www.ojs.mul.edu.pk/index.php/JPRSS/article/view/677 <p><em>This study investigates the profound effects of online social marketing on consumer behaviour in purchasing Beauty &amp; Fashion, Health &amp; Fitness, Technology, and Travel industries influenced by social media influencers. Rooted in Social Influence Theory, this research explores how online social marketing strategies affect consumers' purchase intentions through a quantitative approach employing a survey method. An online questionnaire was administered to 500 respondents of all age groups, selected via convenience sampling. The findings shed light on the significant effects of online social marketing on consumer’s perceptions and behaviours regarding purchase decisions. This research critically reviews existing social marketing literature, specifically focusing on the trust of social media influencers and the reliability of the products they are marketing through their content. Additionally, it identifies key research gaps and proposes a forward-looking research agenda. These insights contribute to our understanding of the dynamic relationship between online social marketing by social media stars and consumer purchase intention, offering valuable implications for academia and industry stakeholders in Pakistan's social media industry and purchase decisions of the public affected by the marketing tactics of influencers.</em></p> Dr. Zaeem Yasin Shamail Zehra Rimsha Batool Copyright (c) 2025 Journal of Professional Research in Social Sciences 2024-12-30 2024-12-30 11 2