( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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INFLUENCER MARKETING AND CONSUMER BEHAVIOUR

    3 Author(s):  RAVI KUMAR J S,DR.SHAHEEDA BANU S,RAVIKIRAN S S

Vol -  12, Issue- 4 ,         Page(s) : 252 - 259  (2021 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

The rise of the Internet coincided with significant changes in the environment, which had a significant impact on people's behaviour. In order to gain a competitive advantage in today's hyper-competitive market, products and services are becoming increasingly customized. Marketing as a strategic function in a company has become one of the imperatives of modern business, and the advancement of communication technology has given marketing activities a new framework. With the evolution of social networks, a brand new marketing concept, e-marketing, is rapidly emerging. Individuals have become active content creators on social networks, which has changed the way we communicate.

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