Chandramohan M. P.

EFFECT OF SOCIAL MEDIA INFLUENCERS ON CONSUMERS PURCHASE BEHAVIOR IN THE DIGITAL ERA

Social media (SM) has changed how consumers seek and receive information, compare products, and make purchases (Kaplan & Haenlein, 2010; Appel et al., 2020). Social media influencers (SMIs) have turn into key opinion leaders (KOLs) in the modern marketing process (Freberg et al., 2011; De Veirman et al., 2017). Their v...