Influencer Marketing in Peshawar’s Food Industry: Perspectives of Food Influencers and Restaurant Owners

Abstract

This study explores the role of influencer marketing in Peshawar’s food industry, focusing on how food influencers promote local restaurants and how restaurant owners perceive such collaborations. The research addresses a gap in academic literature, as little work has been done on influencer marketing in Peshawar. A qualitative research method was adopted, using semi-structured interviews with nine food influencers and five restaurant owners, selected through purposive sampling. Data was analyzed using thematic analysis to identify recurring patterns and themes. The study is grounded in the Source Credibility Theory, which highlights trustworthiness, expertise, and attractiveness as key factors influencing audience persuasion. Findings reveal that influencers rely on authenticity, storytelling, and engagement strategies to build trust, though paid collaborations sometimes limit honest reviews. Restaurant owners expressed mixed satisfaction, with credibility emerging as a major factor in campaign success. This research contributes to the understanding of influencer marketing in a local context, offering practical insights for businesses and influencers on building trust and maximizing impact. It also emphasizes the importance of transparency and cultural relevance, providing a basis for future studies on audience perceptions and long-term effectiveness