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Modelling the impact of meme based based marketing on a company's online customer engagement relative to traditional social media marketing methods
(Indian Institute of Management Ahmedabad, 2021-09-07)
It took social media less than a generation to progress from a medium of information exchange to a hotspot for virtual gatherings and retail platforms. The growth of social media was especially bolstered after the pandemic ...
Impact of influencers on customer purchasing behaviours and its effectiveness
(Indian Institute of Management Ahmedabad, 2021-09-07)
Influencer marketing is growing as one of the major marketing techniques—influencers with a social following base act as opinion leaders. The expertise and trustworthiness of influencers make influencer marketing effective. ...
Through the e-looking glass: three essays on influencer marketing, self-discrepancies and consumer behavior
(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 ...