I was under the Influence of the ‘Influencer’ when I bought this!

  • Shreya Attri and Piyush Pranjal
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  • Shreya Attri

    Student and Research Intern at O. P. Jindal Global University, Sonipat, India

  • Piyush Pranjal

    Associate Professor at O. P. Jindal Global University, Sonipat, India

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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.




International Journal of Law Management and Humanities, Volume 6, Issue 2, Page 1333 - 1338

DOI: https://doij.org/10.10000/IJLMH.114503

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