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Rohit KatiyalAuthor Profile

MBA Student, Parul Institute of Management & Research Parul University, Vadodara, India

1Publications
1Years Active
1Collaborators
-Citations

Publications by Rohit Katiyal

1 publication in IJRRETAS • Active 2026–2026

2026 (1)

Impact of Social Media Influencer Marketing on Purchase Intentions among Gen Z Consumers

with Amit Bansal

15 Jan 2026 • Volume 9, Issue 9 • pp. 1-15

Social media influencer marketing has emerged as a powerful promotional strategy, particularly in shaping the consumption behavior of Generation Z, a cohort characterized by high social media engagement and digital fluency. This study examines the impact of social media influencer marketing on purchase intentions am...

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Research Topics

  • Social Media Influencer Marketing
  • Generation Z
  • Purchase Intention
  • Influencer Credibility
  • Perceived Authenticity

Collaborators