Browsing by Author "Shehzala"
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Social media “stars” vs “the ordinary” me: influencer marketing and the role of self-discrepancies, perceived homophily, authenticity, self-acceptance and mindfulness
Shehzala; Jaiswal, Anand Kumar; Vemireddy, Vidya; Angeli, Federica (Emerald Insight, 2024-01-23)Social media influencers have become constant companions of a large audience of young consumers, but a crucial yet underexplored area of examination relates to the implications of exposure to influencers for an individual’s ... -
Through the e-looking glass: three essays on influencer marketing, self-discrepancies and consumer behavior
Shehzala (Indian Institute of Management Ahmedabad, 2023)"One of the most popular buzzwords of recent times, influencer marketing has attracted significant attention across academia and practice. However, the impact of exposure to influencers on an individual's self-concept is ...