Khushboo Vaishnav
IBS Hyderabad, IFHE University
I am a doctoral candidate currently affiliated to IFHE University Hyderabad. I am in the process of defending my Doctoral Thesis “Endorsements on Social Media: Investigating the Differential Effect of Source Type on Consumers’ Purchase Intentions”. I have presented papers in conferences like ICOMBS 2019 & AIM-AMA-Sheth Foundation Doctoral Consortium 2021. My research areas are Social Media, Digital Marketing, Personal Branding, Social Media Endorsements, Consumer Behaviour, Digital Activism etc.