Leveraging Parasocial relationships in Influencer Marketing | Prof. Angeline Gautami Fernando

Prof. Angeline Gautami Fernando along with her co-author, Saju Balakrishnan (Sr. Assistant Professor, VIT Business School) published an article titled ''Leveraging Parasocial relationships in Influencer Marketing" published by Adgully. The article highlights that despite billions of dollars being spent by brands worldwide, most consumers, when interviewed personally, reveal that they would rely on trustworthy influencers on social media to make brand choices rather than corporate messages.