Observing The Roleof Influencer Marketing in Consumer Electronics Category: An Emerging Market Perspective
Research Objective:Consumer electronics is a fast growing category in India. This study focuses on the comparative effect of celebrity v/s domain expert influencers in consumer electronics category. The researcher has observed the effect of influencer marketing on consumers’ brand attitude. Brand attitude is a significant indicator of consumer-brand relationship. Further, the level of consumers’ involvement with the influencers’ communication is hypothesized to moderate the relation between influencer marketing and brand attitude.