Forthcoming and Online First Articles

International Journal of Electronic Customer Relationship Management

International Journal of Electronic Customer Relationship Management (IJECRM)

Forthcoming articles have been peer-reviewed and accepted for publication but are pending final changes, are not yet published and may not appear here in their final order of publication until they are assigned to issues. Therefore, the content conforms to our standards but the presentation (e.g. typesetting and proof-reading) is not necessarily up to the Inderscience standard. Additionally, titles, authors, abstracts and keywords may change before publication. Articles will not be published until the final proofs are validated by their authors.

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International Journal of Electronic Customer Relationship Management (One paper in press)

Regular Issues

  • Impact of influencer marketing on buying behaviour of millennials and generation Z   Order a copy of this article
    by Rimple Sharma, Kumar Sanu 
    Abstract: In the ever-evolving marketing landscape, influencer marketing has become a dominant force in shaping the purchasing decisions of millennials and generation Z. This study explores the factors influencing consumer behaviour in response to influencer endorsements. Employing a descriptive research design, utilising multistage and snowball sampling, collected data from 221 respondents. Factor analysis was employed followed by Mann-Whitney and Kruskal-Wallis test to identify significant differences in factors influencing purchase decisions from structured questionnaires through the statistical software SPSS. The findings revealed a notable trend among younger generations a preference for authentic and reliable influencers. This suggests that marketers should prioritise selecting influencers who align with their values to effectively leverage influencer marketing and target the influential consumer demographics.
    Keywords: influencer marketing; millennials; generation Z; consumer behaviour; content quality.
    DOI: 10.1504/IJECRM.2025.10067366
     

 

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