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@article{159607,
        author = {Dr. K. Vanitha and Mrs. A. Jacquelin Mercy},
        title = {Influencer Marketing: Effect On Consumer Sentiments},
        journal = {International Journal of Innovative Research in Technology},
        year = {},
        volume = {9},
        number = {12},
        pages = {461-464},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=159607},
        abstract = {Social media has evolved from our typical medium for posting pictures and random thoughts to a marketing environment dominated by influencers. Influencers, or those who have the power to persuade others, have a strong hold on users throughout social media thanks to their content, opinions, and other distinctive qualities. People, especially the younger generations, are known to be impacted by these influencers. They can be classified as an innovative form of marketing that goes beyond conventional advertising, expands beyond the simple act of selling a product, and fosters a relationship of trust between the audience, the company, and the influencer. The number of influencers and businesses also increases in tandem with the number of individuals using social media.},
        keywords = {Influencer Marketing, Digital marketing, Emotional connection, virtual reality, Consumer Behaviour},
        month = {},
        }