IMPACT OF INFLUENCER MARKETING ON PURCHASE INTENTION WITH SPECIFIC REFERENCE TO HEALTH AND BEAUTY PRODUCTS

In this world of technology upgradation, breaking through the advertising and communication clutter is one of the biggest challenges for a marketer. Health and Beauty products today are perceived by the mass as a factor to define their lifestyles and consumption habits. Change, in a world of inevitability is easy as it sounds, but when it comes to shift in consumption trends, the products take
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