Browsing by Author "Lathoria, Ruchi"

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    • Is love really blind?: platform and influencer engagement 

      Padmane, Akash; Lathoria, Ruchi (Indian Institute of Management Ahmedabad, 2020)
      With the advent of the internet and social media, a new form of endorsements, influencer marketing, has gained prevalence. With the aid of social media platforms, these influencers are more relatable than celebrities as ...