Tangled in influence: Uncovering brand challenges in online influencer marketing through integrated marketing communications and grey influence analysis

Singh, Vaibhav2026-02-072026-02-072026Singh, V. (2026). Tangled in influence: Uncovering brand challenges in online influencer marketing through integrated marketing communications and grey influence analysis. Marketing Intelligence & Planning. https://doi.org/10.1108/MIP-07-2025-0557https://ir.mica.ac.in//handle/123456789/10492enTangled in influence: Uncovering brand challenges in online influencer marketing through integrated marketing communications and grey influence analysisArticle