Islamabad, Jul 16 (IANS): Popular Pakistani social media celebrity Qandeel Baloch, also a model and actor, became the latest victim of "honour killing" when her brother strangled her, police said on Saturday.

Qandeel, known for posting bold videos and statements on Facebook, was killed by her own brother three days ago, the Dawn newspaper quoted police officer Azam Sultan as saying.

The murder took place in Multan in Punjab province.

Qandeel's brother had been threatening her over her Facebook posts and videos, said the police. The brother fled after murdering Qandeel, whose real name is Fauzia Azeem.

Earlier, TV channels reported that Qandeel was shot by her brother. Police say she was "strangled to death" at her residence.

Qandeel, who became famous through her tireless self-promotion and suggestive "selfies" posted on social media, had amassed tens of thousands of followers.

"Nothing is good in this society. This patriarchal society is bad," she said in a recent interview.

Three weeks ago, Qandeel wrote to Interior Minister and the Senior Superintendent of Police in Islamabad asking them to provide security to her.

She had said her life was in danger and that she was being threatened via calls on her mobile number. “I need security from you,” she said.

Qandeel was derided and feted in equal measure in Pakistan. According to Dawn, her videos had been viewed more than 830,000 times and garnered thousands of likes.

She first shot to fame in Pakistan in 2014 after a video of her pouting for the camera.