Kalapati; Uthaman, Vijaya S; Bargavi, N.; Krishnan, S Radha; Bapat, Sayli Sameer; Umbarkar, Dipak
(European Economic Letters, 2025-01)
The swift development of social media has changed the marketing behavior, and influencer marketing became a powerful tool for businesses to reach customers. Unlike conventional promotion, influencer marketing utilizes the ...