The present article outlines an exploration of Influencer marketing and its potential psychological drivers.
Authors
Shreya Attri, Student and Research Intern, O. P. Jindal Global University, Sonipat, Haryana, India.
Piyush Pranjal, Associate Professor, O. P. Jindal Global University, Sonipat, Haryana, India.
Summary
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.
Published in: International Journal of Law Management and Humanities
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