Prof. Aniruddha Pangarkar’s research to be published in International Journal of Advertising
Assistant professor of marketing, Dr. Aniruddha Pangarkar’s research paper titled “The role of conspicuity: Impact of social influencers on purchase decisions of luxury consumers” has been accepted for publication in the prestigious International Journal of Advertising (ABDC “A” level, Impact factor 5.888).
This paper contributes to the literature on whether influencer advertising can have an impact on purchase decisions for luxury consumers, based on the different types of influencers (mega vs. micro.) This research examines how the congruity between the influencer type and the degree of conspicuity in the advertisement contributes to the purchase decision, and demonstrates evidence that luxury brand consumers are heterogeneous in their needs, wants, and desires. The paper is now available online.