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IJNRD
INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT
International Peer Reviewed & Refereed Journals, Open Access Journal
ISSN Approved Journal No: 2456-4184 | Impact factor: 8.76 | ESTD Year: 2016
Scholarly open access journals, Peer-reviewed, and Refereed Journals, Impact factor 8.76 (Calculate by google scholar and Semantic Scholar | AI-Powered Research Tool) , Multidisciplinary, Monthly, Indexing in all major database & Metadata, Citation Generator, Digital Object Identifier(DOI)

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Impact Factor : 8.76

Issue per Year : 12

Volume Published : 8

Issue Published : 80

Article Submitted : 7144

Article Published : 2923

Total Authors : 7078

Total Reviewer : 714

Total Countries : 89

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Paper Title: A STUDY ON THE ANTECEDENCE OF PURCHASE INTENTION DUE TO INFLUENCER MARKETING ON INSTAGRAM WITH RESPECT TO GENERATION Z AND MILLENNIALS OF THE IDUKKI DISTRICT.
Authors Name: Ans Maria Francis , Dr. Rupa R
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IJNRD_183813
Published Paper Id: IJNRDTH00004
Published In: Volume 7 Issue 11, November-2022
DOI: http://doi.one/10.1729/Journal.32039
Abstract: The paper tries to portray the antecedence of purchase intention among Generation Z and Millennials through Influencer marketing on Instagram. The focuses on the influential capacity of the source characteristics of influencer marketers on the purchase intention of millennials and generation Z. The study evaluates the effect of each source characteristics on the image satisfaction and advertising trust. The results show that source characteristics of influencer have significant effect on the image satisfaction and advertising trust of consumers and hence effect their purchase intention.
Keywords: Buyer power Purchase intention Influencer marketing Customer satisfaction Consumer intentions Consumer attitude Social media Influencer Marketing Instagram influencers
Cite Article: "A STUDY ON THE ANTECEDENCE OF PURCHASE INTENTION DUE TO INFLUENCER MARKETING ON INSTAGRAM WITH RESPECT TO GENERATION Z AND MILLENNIALS OF THE IDUKKI DISTRICT.", International Journal of Novel Research and Development (www.ijnrd.org), ISSN:2456-4184, Vol.7, Issue 11, page no.260-304, November-2022, Available :http://www.ijnrd.org/papers/IJNRDTH00004.pdf
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ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar| ESTD YEAR: 2016
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Publication Details: Published Paper ID:IJNRDTH00004
Registration ID: 183813
Published In: Volume 7 Issue 11, November-2022
DOI (Digital Object Identifier): http://doi.one/10.1729/Journal.32039
Page No: 260-304
Country: Thoppipala, Kerala, India
Research Area: Engineering
Publisher : IJ Publication
Published Paper URL : https://www.ijnrd.org/viewpaperforall?paper=IJNRDTH00004
Published Paper PDF: https://www.ijnrd.org/papers/IJNRDTH00004
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ISSN: 2456-4184
Impact Factor: 8.76 and ISSN APPROVED
Journal Starting Year (ESTD) : 2016

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