F. Iqbal, Asma Rahim Chang, Zainab Asad, Muhammad Bilal, Syed Muhammad Hussain Ali Shah, and Abbas Ali Jatoi, “From Virality to Purchase Intention: How Instagram Marketing Shapes Cosmetic Buying Intentions among University Students in Karachi”, RMS, vol. 8, no. 1, pp. 56–72, Jun. 2026.