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Role of Influencer Marketing in the Indian Retail Business Sector: A Qualitative Study
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Author(s): Monu Singh (GITAM School of Business, India), Shaik Mahaboob Syed (Vignan's Foundation for Science, Technology, and Research, India), Shaiku Shahida Saheb (VIT-AP University, India), Pinnika Syam Yadav (Lovely Professional University, India)and P. B. Narendra Kiran (Christ University, India)
Copyright: 2025
Pages: 26
Source title:
Innovative Trends Shaping Food Marketing and Consumption
Source Author(s)/Editor(s): Zahid Hussain (KASB Institute of Technology, Karachi, Pakistan), Ahmad Albattat (Management and Science University, Malaysia), Fatima Zahra Fakir (Department of Economics and Business Sciences 'Marco Fanno', University of Padua, Italy)and Zhao Yi (Academy of Culture and Tourism, Beijing International Studies University, China & Hebei Oriental University, China)
DOI: 10.4018/979-8-3693-8542-5.ch005
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Abstract
The enhancement of technology has increased social media usage among internet consumers. As the people from young to old generations people are addicted to social media and it turns out to be an opportunity for marketers to attract potential customers. A qualitative study with an in-depth interview and a structured questionnaire was conducted with the establishment managers and owners of the retail outlets who are endorsing their retail outlets with social media influencers. The study has established a framework "CARE" for social media Influencers (Content & Campaign, Awareness, Reach & review, engagement) identified as the key indicators in Influencer promotions. The paper provides an understanding on influencer marketing, endorsements & promotions at low cost while reviewing the product performance to users benefiting the social society.
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