Investigating the impact of authenticity of social media influencers on followers' purchase behavior: mediating analysis of parasocial interaction on Instagram

Dr Durgesh Agnihotri is a PhD in business management and working as an Associate Professor in the Department of Business Administration, Pranveer Singh Institute of Technology, Kanpur, India. He has 13 years of experience of teaching PG courses. He has published articles in national/international journals of repute. His areas of interest are service marketing, digital marketing and research methodology.

Dr Pallavi Chaturvedi is a PhD in business management and a faculty member in the Department of Business Administration, Pranveer Singh Institute of Technology, Kanpur, India. She has over 13 years of experience of teaching PG courses. She has published articles in national/international journals of repute. Her areas of interest are consumer behavior, sustainable behavior and research methodology.

Dr Kushagra Kulshreshtha is working as associate dean, research, and professor at the Institute of Business Management, GLA University, Mathura, India. His several research works have been published in various national/international journals of repute. His areas of interest are consumer behavior, technology, branding, green-initiatives, multivariate analysis and conjoint analysis.

Dr Vikas Tripathi is a professor and Dean (MBA) at GL Bajaj Institute of Technology and Management, Greater Noida, India. He has published scores of research papers in national/international journals/conferences. His areas of interest are research methodology, international business and operations management. He has 18 plus years of teaching experience with specialization in marketing and operations management.