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What is Influencer Marketing about?

The presentation explores the effectiveness of influencer marketing on consumer buying behavior in the Indian fashion industry, highlighting the rise of social media and the trust younger consumers place in influencers. The study finds a strong positive relationship between influencer marketing and purchase behavior, but also notes that engagement does not always translate to purchases, suggesting that brands should combine strategies for better effectiveness. Overall, while influencer marketing significant

Author

singh.priya8c

Language

EN