Influencer marketing consumer behaviour research in India continues to shape the future of digital marketing, and ISBR Research Centre is proud to announce a remarkable scholarly achievement in this domain. ISBR congratulates Mr. Chitranka K (FPM05-2022) from the Fellow Program in Management (FPM) – 2022 Batch for the successful completion of his Final Public Viva Voce.
His doctoral thesis, titled “Impact of Influencer Marketing on Consumer Behaviour in India’s Electronics Market: A Mixed-Methods Investigation of Trust, Regulation & Behaviour,” addresses one of the most relevant and fast-evolving areas in the Indian digital ecosystem. The research was guided by Dr. M. R. Jhansi Rani, Professor & Director – ISBR Research Centre, and evaluated by Dr. S. Sai Ganesh, Professor at Dayananda Sagar Group of Institutions, who served as the External Examiner.
Influencer Marketing & Consumer Behaviour – A High Impact Research Focus
Mr. Chitranka’s study offers deep insights into the interplay of trust, regulatory frameworks, and consumer decision-making within India’s fast-growing electronics sector. With influencer-driven purchasing becoming mainstream, his work contributes significantly to academic knowledge and managerial practice. His research focused on:
- Influencer marketing analytics
- Consumer behaviour modelling
- Trust and online engagement metrics
- Regulations in digital advertising
Examination Committee Members
- Dr. M. R. Jhansi Rani – Chairperson & Research Guide
- Dr. Anandram K. S. – Senior Director, ISBR
- Dr. S. Sai Ganesh – External Examiner
- Dr. Veena Shenoy – RAC Member 1
- Dr. Anand Shankar Raja M. – RAC Member 2
ISBR Business School extends its heartiest congratulations to Mr. Chitranka K on this significant academic milestone. His achievement not only reflects scholarly excellence but also strengthens ISBR’s reputation as a centre for cutting-edge management research. We wish him continued success in his academic and professional journey.
About ISBR Business School: ISBR Business School, located in Bangalore, India, is a premier institution dedicated to providing world-class education in business and management. Accredited by the NBA and recognized by the Association of Indian Universities and the Ministry of HRD, Government of India, ISBR has consistently been ranked as a platinum institute by AICTE-CII. With a diverse student body, a strong emphasis on industry collaboration, and a curriculum designed to foster innovation and leadership, ISBR Business School is committed to shaping the business leaders of tomorrow. The school’s robust placement record and partnerships with top global companies underscore its commitment to excellence and career readiness for its students
