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M. Amuthamalar

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Oct 2026

INFLUENCE OF SOCIAL MEDIA INFLUENCER MARKETING ON PURCHASE INTENTION OF GEN Z FASHION CONSUMERS IN CHENNAI

The growth of social networking platforms has changed the way young consumers discover fashion products, assess alternatives and form purchase decisions. For Gen Z consumers, influencer-generated content has become an important source of product information because it combines entertainment, personal recommendations an...

M. Amuthamalar · 0 citations

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