Gupta, Hemant; Sengupta, Swarnava; Bhattacharjee, Mrinmoy; … - In: Methods and Applications of Quick Commerce (Q-Commerce), (pp. 107-122). 2025
Influencer marketing, a growing trend in the digital age, significantly impacts the q-commerce landscape in these modern times. The present paper highlights the role of an influencer's credible, relatable opinion during the online purchase of goods or services by (Gen Z) consumers who make...