NOLEGEIN-Journal of Advertising and Brand Management

Study the Impact of Influencer Marketing on Consumer Perception with reference to Fashion & Apparel Industry

Parwani Vishakha — 2026-06-03

In today’s world, there is a rapid growth in social media platforms which has helped to make the marketing strategies particularly in the fashion and apparel industry. Influencer marketing has been used as a powerful tool for promoting a brand and forming consumer perception. Despite growing demand of influencer marketing, limited studies have been conducted related to the combine factors like consumer perception, impulse buying behaviour and brand loyalty in the fashion and apparel industry. This study aims to analyse the effect of influencer marketing on consumer perception with reference to the fashion and apparel industry, focusing on key factors such as influencer exposure, consumer perception, purchase intention, impulse buying behaviour and brand loyalty. A questionnaire method is used for primary data collection, and the respondents are social media users who actively follow influencers. The findings of this study indicates that influencers contribute to the brand loyalty and noticeable impulsive buying behaviour. This study provides valuable insights to the marketer for designing effective influencer marketing strategies that strengthen consumer engagement.

"The Influence of Social Media on Consumer Purchase Intentions and Behavior: An Empirical Study in India"

Harin B. Bhatt — 2026-02-17

For many organizations and sectors, social media has altered business models. Studying how social media affects consumer behaviour is a relatively new field. In today's economy, communication is a crucial tool for firms and organizations to handle the intense competition. These days, our young groups have a new alternative to the tedious task of selecting and buying products thanks to internet sites. Nearly all children use online social networking sites on a daily basis. In this study, the researcher looks at the media consumption habits of customers by identifying individuals who either disregarded or failed to notice the company's product commercials. As a result, marketers have made an effort to expand by focusing on the internet-based channels for their advertisements in order to enhance their methods of customer contact. Using online marketing like pop-ups and direct mail, the internet is currently a major factor in educating consumers about the new product. In order to determine the effects of moderating factors that can influence consumers' purchase intentions (such as attitudes, subjective norms, and perceived behaviour control) and purchasing behaviour, this paper will examine the impact of consumer purchase intention and behaviour through online shopping advertisements. As a result, a marketer's difficulties in re-developing plans depend on the tastes and preferences of their clientele. In order for consumers to be content with their company's goods and services for an extended period of time, these strategies must satisfy the needs of their target market or customers.

Effectiveness of Influencer Marketing Strategies in Enhancing Customer Learning Interest

G Aditya Prasad Patro — 2026-06-03

The swift digital evolution within the education sector has profoundly altered the methods by which learners identify, assess, and choose online learning options. Among the multitude of digital platforms, YouTube has surfaced as a formidable channel for educational marketing driven by influencers, providing captivating, visual, and interactive content. This research investigates the efficacy of influencer marketing strategies on YouTube in boosting learners’ enthusiasm for enrolling in online courses, particularly concentrating on the Edu Learn 2500 platform. Employing an analytical observational and cross-sectional research design, data were gathered through questionnaires, interviews, and a content analysis of YouTube engagement activities. Statistical analysis was performed using SPSS 26 to assess the correlation between exposure to YouTube marketing and interest in learning. The findings show that there is a strong and statistically significant impact of YouTube marketing on the intentions of learners to enroll. According to the regression analysis, 68.5 percent of the total variation in the interest to learn is explained by the promotional activities on YouTube, and 31.5 percent of the variance isinfluenced by other external factors. Also, the findings of the t-test also confirm the positive and significant correlation (p < 0.01), meaning that the more the educational video content is exposed to the learner, the stronger the motivation to enroll in online courses and the intention to undertake online courses These results corroborate the learning interest theory proposed by Kotler and Keller, highlighting that individuals who actively pursue information are more inclined to form robust purchase intentions. The research concludes that YouTube functions not merely as a platform for content sharing but also as a strategic marketing instrument that can influence perceptions, foster trust, and enhance learner engagement. Educational institutions can strategically utilize influencer-driven YouTube marketing to bolster brand visibility, increase learner interest, and optimize enrollment results in a progressively competitive digital education landscape.

The Rise of Citizen Journalism in NCR

Parul Kasaundhan — 2026-06-03

Citizen journalism, defined as the active involvement of ordinary individuals in gathering and disseminating news, has become an influential element within the media environment of the National Capital Region (NCR). The widespread availability of smartphones, social networking platforms, and affordable internet connectivity has enabled citizens to capture events instantly and share information with broad audiences. This transformation has gradually reduced the exclusive control traditionally held by established media organizations. This study explores the growth and development of citizen journalism in NCR, examining its technological drivers, credibility concerns, and socio-political influence. Using a mixed-method research design that includes surveys, interviews, and content analysis, the research investigates the ways in which citizen-generated content interacts with mainstream journalism – whether as a supportive supplement or as a disruptive alternative. It also evaluates public participation patterns and the ethical, legal, and verification challenges associated with non-professional reporting. The findings indicate that citizen journalism significantly contributes to drawing attention to local concerns, such as civic infrastructure issues, governance gaps, and instances of social inequality, that often receive limited mainstream coverage. Nevertheless, issues related to misinformation, sensational reporting, and limited editorial oversight remain pressing challenges. The study concludes by recommending structured training programs, ethical standards, and institutional collaboration to responsibly integrate citizen journalism into NCR’s formal media framework while preserving its democratic value.

Consumer Choice in Health Insurance Market in India

Ratnamanjari Mishra — 2026-03-24

The most important tool for financial planning has traditionally been thought to be insurance. But now that the worldwide pandemic has passed, everyone is much more conscious of the significance of health insurance. Health insurance is becoming more necessary due to the rising rate of inflation in medical expenses. Efforts to raise public knowledge of the benefits and worth of health insurance may result in a rise in sales. Of all the demographic factors, the source of awareness showed the highest association with gender. The purpose of this study was to comprehend consumer preferences regarding health insurance during COVID-19. Investigating several factors that affected customers and the health insurance sector during the pandemic was the main objective of this study. Additionally, many reasons for purchasing health insurance will be discovered by the study. As a study methodology, the investigator employed exploratory research with secondary data. Secondary data will be gathered from various books, journals, insurance company portals, and the yearly statistical report of the health insurance survey. To analyze the data, Excel, and other diagrams will be used. The researcher will also offer recommendations based on the study’s conclusions.