...Satinder Kumar; Garima Kathuria Purpose In today’s rapidly evolving digital landscape, Sherub Marketing has emerged as a distinctive strategy, blending the charm of cherubic imagery with the growing trend of sharenting to establish strong emotional connections. Despite the growing prevalence...

... and their buying behaviour. The study corroborates the previous studies in an advanced manner and adds a new construct “sherub marketing” as an effective marketing tool to impact the buying decisions of the parents. Design/methodology/approach Following interpretative phenomenological analysis, semi...