Decoding the effectiveness of social media influencers’ endorsement on consumer behavior: An evidence-based approach

Salunke, ParthJain, VarshaMishra, Tatsita2025-04-282025-04-282025Salunke, P., Jain, V., Eastman, J., Mishra, T., & Chakraborty, A. (2025). Decoding the effectiveness of social media influencers’ endorsement on consumer behavior: An evidence-based approach. Electronic Commerce Research, https://doi.org/10.1007/s10660-025-09975-1https://ir.mica.ac.in//handle/123456789/10144enDecoding the effectiveness of social media influencers’ endorsement on consumer behavior: An evidence-based approachBook chapter