A Pakistani social media celebrity whose selfies and videos were deeply polarising in the conservative Muslim country has allegedly been murdered by her brother in what police suspect was a so-called honour killing, officials say.

Key points: Social media star Qandeel Baloch was frequently subject to misogynist abuse online

Social media star Qandeel Baloch was frequently subject to misogynist abuse online Police say her brother is on the run after being accused of her murder

Police say her brother is on the run after being accused of her murder Baloch has reportedly spoken of leaving the country out of fear for her safety

"Qandeel Baloch has been killed, she was strangled to death by her brother, apparently it was an incident of honour killing," Sultan Azam, a senior police officer in Multan, told AFP.

Baloch, believed to be in her twenties, had travelled with her family from the city of Karachi to Muzzafarabad village in central Punjab province for the recent Eid holiday.

Police were informed by her family that the killing took place on Friday night.

"The brother was also there last night and the family told us that he strangled her to death," Azhar Akram, another senior police official in Multan told AFP, confirming that officials suspected an honour killing.

Police said the brother was now on the run.

Hundreds of women are murdered, often by relatives, for "honour" every year in Pakistan.

The killers often walk free because of a law that allows relatives of the victim to forgive the murderer.

Baloch shot to fame in Pakistan in 2014 after a video of her pouting at the camera and asking "How em looking?" went viral.

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The last post on Baloch's official Facebook page was made on Thursday and encouraged women to "stand up for each other".

"I believe I am a modern-day feminist. I believe in equality," she wrote.

"I don't think there is any need to label ourselves just for sake of society.

"I am just a women with free thoughts, free mindset, and I love the way I am."

Her fans posted tributes on social media, with multiple messages also condemning other social media users who appeared to celebrate Baloch's death.

"Died fighting stereotypes, taboos ... a brave and gusty woman," Twitter user Ayesha wrote.

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AFP/ABC