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International Journal of Science, Strategic Management and Technology

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A RESEARCH STUDY GROWTH OF INFLUENCER MARKETING IN INDIA A TREND ANALYSIS

AUTHORS:
DR SHASHANK BHARDWAJ
Mentor
Affiliation
DOI: 10.55041/ijsmt.v2i4.297
CC BY 4.0 License:
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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Abstract

Influencer marketing has rapidly transformed into one of the most powerful tools in India’s digital ecosystem, driven by the explosive growth of social media platforms, increasing smartphone usage, and the shift from traditional advertising to personalised content. This research project examines the various dimensions of influencer marketing in India, focusing on the factors contributing to its expansion, the role of micro- and niche influencers, consumer behaviour patterns, and brand strategies. As audiences demand authenticity, transparency, and relatable communication, influencers have emerged as trusted opinion leaders whose recommendations significantly influence purchase decisions, especially among younger generations

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PUBLICATION DETAILS
Review Type:
Double-Blind Peer Review
License:
CC BY-NC 4.0
Volume/Issue:
Volume 02, Issue 04
Review Rounds:
2
Article Type:
Research Article
Publication Date:
Apr 15 2026
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BHARDWAJ, D. S. (2026). A Research Study Growth of Influencer Marketing in India a Trend Analysis. International Journal of Science, Strategic Management and Technology, 02(04). https://doi.org/10.55041/ijsmt.v2i4.297

BHARDWAJ, DR. "A Research Study Growth of Influencer Marketing in India a Trend Analysis." International Journal of Science, Strategic Management and Technology, vol. 02, no. 04, 2026, pp. . doi:https://doi.org/10.55041/ijsmt.v2i4.297.

BHARDWAJ, DR. "A Research Study Growth of Influencer Marketing in India a Trend Analysis." International Journal of Science, Strategic Management and Technology 02, no. 04 (2026). https://doi.org/https://doi.org/10.55041/ijsmt.v2i4.297.

References
1.Freberg, K., Graham, K., McGaughey, K., & Freberg, L. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92.

2.De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828.

3.Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust. Journal of Interactive Advertising, 19(1), 58–73.

4.Singh, R., & Verma, S. (2021). Digital consumer engagement in India: Role of regional influencers. Journal of Marketing Research in Emerging Economies, 4(2), 112–125.

5..Kumar, A., & Tripathi, N. (2020). Rise of social media influencers in India and shifting marketing trends. Indian Journal of Business Studies, 5(1), 44–53.

6.Hwang, Y., & Zhang, Q. (2018). Influence of Para social relationships on consumer decisions. Journal of Consumer Behaviour, 17(3), 239–252.

7.Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. micro-influencers: Which yields better brand outcomes? Computers in Human Behavior, 113, 106–161.Boerman, S. (2020). The effects of influencer advertising disclosure on consumer trust. Journal of Advertising, 49(2), 1–14.

8.Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510–519.
Ethics and Compliance
✓ All ethical standards met
This article has undergone plagiarism screening and double-blind peer review. Editorial policies have been followed. Authors retain copyright under CC BY-NC 4.0 license. The research complies with ethical standards and institutional guidelines.
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