ItemBook Chapter

Role of Influencer Marketing in the Indian Retail Business Sector: A Qualitative Study

Title
Role of Influencer Marketing in the Indian Retail Business Sector: A Qualitative Study
Creator
Singh, Monu; Syed, Shaik Mahaboob; Saheb, Shaiku Shahida; Yadav, Pinnika Syam; Kiran, P. B. Narendra
Description
The enhancement of technology has increased social media usage among internet consumers. As the people from young to old generations people are addicted to social media and it turns out to be an opportunity for marketers to attract potential customers. A qualitative study with an in-depth interview and a structured questionnaire was conducted with the establishment managers and owners of the retail outlets who are endorsing their retail outlets with social media influencers. The study has established a framework "CARE" for social media Influencers (Content & Campaign, Awareness, Reach & review, engagement) identified as the key indicators in Influencer promotions. The paper provides an understanding on influencer marketing, endorsements & promotions at low cost while reviewing the product performance to users benefiting the social society. 2025 by IGI Global Scientific Publishing. All rights reserved.
Source
Innovative Trends Shaping Food Marketing and Consumption;pp.105-130
Date
01-01-2025
Publisher
IGI Global
Coverage
Singh M., GITAM School of Business, India; Syed S.M., Vignan's Foundation for Science, Technology, and Research, India; Saheb S.S., VIT- AP University, India; Yadav P.S., Lovely Professional University, India; Kiran P.B.N., Christ University, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISBN: 979-836938544-9; 979-836938542-5;
Format
online
Language
English
Type
Book chapter

Citation

Singh, Monu; Syed, Shaik Mahaboob; Saheb, Shaiku Shahida; Yadav, Pinnika Syam; Kiran, P. B. Narendra, “Role of Influencer Marketing in the Indian Retail Business Sector: A Qualitative Study,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 19, 2026, https://archives.christuniversity.in/items/show/25059.

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