Transforming Consumers' Choices: The Role of Social Media Influencers in Shaping Purchasing Decision
Neema. S & C. L. Jeba Melvin · Asian Journal of Economics, Business and Accounting · 2025
Social media influencers (SMIs) have surpassed traditional marketers in shaping contemporary consumer decision-making, particularly among younger cohorts. By employing advanced celebrity-branding strategies and multimodal narrative techniques, influencers construct persuasive pro...
Open access
Research Article
10.9734/ajeba/2025/v25i122112