Economics of Influencer Marketing: Impact on Consumer Satisfaction

Influencer marketing has emerged as an important digital marketing strategy due to the rapid expansion of social media platforms and their growing role in shaping consumer behaviour. In this study, the relationship between influencer marketing and consumer satisfaction was examined with particular reference to purchasing behaviour and selected market-related outcomes. The study is based on primary data collected through Google Forms from respondents in Bilaspur district, Chhattisgarh, India. A t