ISSN 2581-5369
HeinOnline, MANUPATRA, Google Scholar Indexed
I was under the Influence of the ‘Influencer’ when I bought this!
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Shreya Attri
Student and Research Intern at O. P. Jindal Global University, Sonipat, India
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Piyush Pranjal
Associate Professor at O. P. Jindal Global University, Sonipat, India
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.
Keywords
- Influencer marketing
- Social media marketing
- Halo effect
- Cultural conformity
- Social Proof
Type
Article
Information
International Journal of Law Management and Humanities, Volume 6, Issue 2, Page 1333 - 1338
DOI: https://doij.org/10.10000/IJLMH.114503Creative Commons
This is an Open Access article, distributed under the terms of the Creative Commons Attribution -NonCommercial 4.0 International (CC BY-NC 4.0) (https://creativecommons.org/licenses/by-nc/4.0/), which permits remixing, adapting, and building upon the work for non-commercial use, provided the original work is properly cited.
Copyright
Copyright © IJLMH 2021