Since the proliferation of social media in Pakistan, almost all brands, big or small, do digital marketing. They invest heavily in their marketing campaigns to create an urgent desire among customers to purchase a product. There is no exact figure for digital ad spending in Pakistan, but a rough estimate is 720 million USD. Once we engage with a product for a few seconds, the algorithmic capabilities of digital platforms repeatedly pop-up the same or similar product for us, in a way reinforcing the desire to purchase it. Moreover, the choice of visuals and language makes a product worth exploring. Now, with the presence of AI influencers, there is a substantial increase in the intensity of digital marketing. It is not uncommon to find that AI technologies are increasingly used to sell products.

Customer reviews provide insights into product quality and consumer satisfaction. However, brands influence their customers to post positive comments and selectively moderate negative comments. In this context, the Voice of Customer digital forum has provided a space to people where we can find both positive and negative comments of various products. Such interactions contribute to the discursive hyperrealization of digital marketing.

When promotional claims acquire more valency than their material referents, digital marketing contributes to post-truth communication, albeit a proliferation of deception or mirage.

When promotional claims acquire more valency than their material referents, digital marketing contributes to post-truth communication, albeit a proliferation of deception or mirage.

To explore this hyperreal digital marketing, we selected three products of very well-known international brands,........

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