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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 ...
Influencer marketing: understanding the narrative being constructed by influencers marketing products to the urban Indian population
(Indian Institute of Management Ahmedabad, 2023-08-09)
Social Media has become an essential part of our lives today and with the onset of the pandemic in the past 2 years, the use of social media has grown exponentially. At present, there are more than 4.62 billion social media ...
Influencer marketing & impact on business
(Indian Institute of Management Ahmedabad, 2023-08-08)
India has 658 million people who use the internet, second only to China which has 1 billion internet users (Statista, 2022). Of all the social media platforms used by the internet users in India, WhatsApp remains the most ...
Feasibility study for virtual humanoid influencer based marketing
(Indian Institute of Management Ahmedabad, 2023-08-16)
Social media “stars” vs “the ordinary” me: influencer marketing and the role of self-discrepancies, perceived homophily, authenticity, self-acceptance and mindfulness
(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 ...