ItemBook Chapter

A study on digital intelligence and influencer marketing for sustainable diversification of India's retail economy: A qualitative study

Title
A study on digital intelligence and influencer marketing for sustainable diversification of India's retail economy: A qualitative study
Creator
Singh, Monu; Michael, Ruben Anto; Saheb, Shaiku Shahida; Yadav, Pinnika Syam; Narendra Kiran, P.B.; Malhi, Ashok
Description
The purpose of the study is to investigate the role of Digital intelligence via influencer marketing to see its significance impact on India's retail economy. Throughout the decade digital technologies have been adopted into the social eco-system. Through mixed methodologies, the study has collected data from the Hyderabad region from multiple retail outlets to understand the influence of digital intelligence on consumers in interacting with retail outlets. The results of the study indicate that a significant presence of retail outlets online improved the performance of retail outlets. The customer's point of interaction and contact has been improved significantly. The findings of this study will provide valuable insights for the policymakers, retailers, and marketers to navigate in digital landscape and to be a part of sustainable economic growth in India's retail boom. 2025 by IGI Global Scientific Publishing. All rights reserved.
Source
Fostering Economic Diversification and Sustainable Business Through Digital Intelligence;pp.1-22
Date
01-01-2025
Publisher
IGI Global
Coverage
Singh M., GITAM School of Business, GITAM University, India; Michael R.A., Christ University, India; Saheb S.S., VIT-AP University, India; Yadav P.S., Mittal School of Business, India; Narendra Kiran P.B., Christ University, India; Malhi A., Mittal School of Business, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISBN: 979-836938494-7; 979-836938492-3;
Format
online
Language
English
Type
Book chapter

Citation

Singh, Monu; Michael, Ruben Anto; Saheb, Shaiku Shahida; Yadav, Pinnika Syam; Narendra Kiran, P.B.; Malhi, Ashok, “A study on digital intelligence and influencer marketing for sustainable diversification of India's retail economy: A qualitative study,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 19, 2026, https://archives.christuniversity.in/items/show/25055.

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