Is this you? As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.
Claim your profile
Articles by Kaukab Azhar
Antecedents of Parasocial Relationships and Their Association with Brand Attitudes in YouTube Influencer Marketing: A Balance Theory Perspective
Abstract Parasocial relationships (PSR) have received increasing attention in influencer marketing research, but questions remain about the characteristics of these relationships and their relevance to followers' evaluations of endorsed brands. Drawing on balance theory, this study examines the associations of self-disclosure and physical, social, and task attractiveness with PSR, as well as the association between PSR and attitudes towards endorsed brands.
“they post, i scroll, i envy, i buy”-how social media influencers shape materialistic values and consumer behavior among young adults in malaysia
Ayuda Buscar en la ayuda Buscar en la ayuda “they post, i scroll, i envy, i buy”—how social media influencers shape materialistic values and consumer behavior among young adults in malaysia Kaukab Abid Azhar [1] ; Che Aniza Che Wel [1] ; Siti Ngayesah Ab Hamid [1] [1] Universiti Kebangsaan Malaysia (UKM), Malaysia Localización: Journal of Theoretical and Applied Electronic Commerce Research, ISSN-e 0718-1876, Vol. 20, Nº.
Swiping against the norm: Pakistani women’s experiences on Bumble through a technofeminist lens
Advanced search Gender, Technology and Development Latest Articles Submit an article Journal homepage Full Article Figures & data References Citations Metrics Reprints & Permissions Read this article /doi/full/10.1080/09718524.2025.2546278?needAccess=true Abstract This study examines how young Pakistani women experience and negotiate identity through their use of Bumble, a dating application that positions women as initiators in online interactions.
The Effect of Social Media Influencers on Purchase Intention: A Quantitative Investigation of Malaysian Consumers
Influencer marketing has rapidly become a key strategy for businesses aiming to influence consumer purchase intentions in today’s digital age. This study quantitatively examines four key factors in influencer marketing: Influencer Impact, Content Quality, Product or Service Characteristics, and Consumer Individual Factors, and their role in influencing consumer purchase intentions. The research provides empirical evidence on how these variables interact to shape purchasing behaviour.
Understanding high dropout rates in MOOCs - a qualitative case study from Pakistan
Ayuda Buscar en la ayuda Buscar en la ayuda Understanding high dropout rates in MOOCs – a qualitative case study from Pakistan Kaukab Abid Azhar [1] ; Nayab Iqbal [1] ; Zubair Shah [2] ; Hassaan Ahmed [2] [1] Universiti Kebangsaan Malaysia, Bangi, Malaysia [2] Salim Habib University, Karachi, Pakistan Localización: Innovations in education and teaching international, ISSN 1470-3297, Vol. 61, Nº 4, 2024, págs.
The Incredible Rise of Influencer Marketing: How COVID-19 played its part?
COVID-19 has made influential marketing more influential than ever. But how did COVID-19 help influencer marketing? The article gives an insightful review on the impact pandemic had on the remarkable rise of influencer marketing. Businesses have been collaborating with celebrities to leverage their influence on the target audiences for decades. However, in an online world, influencing people is not limited to a few celebrities and well-known personalities.
The Incredible Rise of Influencer Marketing: How COVID-19 played its part?
COVID-19 has made influential marketing more influential than ever. But how did COVID-19 help influencer marketing? The article gives an insightful review on the impact pandemic had on the remarkable rise of influencer marketing. COVID-19 has made influential marketing more influential than ever. But how did COVID-19 help influencer marketing? The article gives an insightful review on the impact pandemic had on the remarkable rise of influencer marketing.
National T20 Cup: Can these spinners turn their fortunes?
By: Kaukab Azhar The National T20 Cup First XI tournament featuring six cricket associations is just around the corner and players can’t wait to be in action for the very first time after COVID-19 restrictions. All eyes are on the mega event as some of the young and exciting picks are all set to amuse the cricket fans across the country.
Show More
loading
Actions
Is this you?
As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.Get in touch with Kaukab
Contact Kaukab, search articles and posts on X, monitor coverage, and track replies from one place.
Learn more about Muck Rack