1 publication

• Published Subscription 17 Sep 2026

  Influencer Marketing: Theoretical Foundations and Future Research Directions

  By Twinkle Sharma, Dr. Punam Devi, Ritu Rani, Gaurav, Kiran

  Abstract: The rapid growth of social media has transformed the way organisations communicate with consumers, leading to the emergence of influencer marketing as a significant digital marketing strategy. Unlike traditional advertising, influencer marketing relies on individuals who have established credibility, expertise, and strong relationships with their audiences on social networking platforms. Consumers increasingly perceive influencer recommendations as authentic and trustworthy, making influencer marketing an effective tool for enhancing brand awareness, customer …

  Published in NOLEGEIN Journal of Consumer Behavior & Market Research · Vol. 9, Issue 02, 2026 Read article →