...Devanshu Monga Purpose The traditional financial advisory landscape has seen a paradigm shift with the advent of social media platforms and merchant broking platforms. This has created a new pool of influencers called financial influencers sharing investment guidance on social media platforms...

...Rashi Banerji; Animesh Singh Purpose The research paper examines the impact of perceived social media marketing activities (SMMAs) (interaction, entertainment, customization, trendiness and word of mouth (WOM)) on customer loyalty (CL) toward e-commerce providers. The study also explores...