I was under the Influence of the ‘Influencer’ when I bought this!
Lead author · Corresponding
Shreya Attri
Student and Research Intern at O. P. Jindal Global University, Sonipat, India
Co-author
Piyush Pranjal
Associate Professor at O. P. Jindal Global University, Sonipat, India
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DOIhttps://doij.org/10.10000/IJLMH.114503
Abstract
Last week I bought a pair of shoes that I did not require, which is costly enough to buy me a decent laptop. I saw them in an ‘un-boxing video’ by a famous vlogger on YouTube. It was like I was under some influence; I could not resist myself. I pride myself on having good willpower and control, but alas! As a business student, I was intrigued and worried simultaneously, so I decided to talk to my Professor of Marketing and do some research. The present article outlines our exploration of Influencer marketing and its potential psychological drivers.
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