May 2026
Original scientific article
FORECASTING CONSUMER DEMAND AND ANALYZING THE IMPACT OF SOCIAL MEDIA INFLUENCER MARKETING ON BRAND EQUITY USING ARIMA AND SEM MODELS
Organizations are increasingly using analysis to understand consumer buying habits in order to understand what type of promotional strategies work best for their products. This is due to the fact that digital platforms have a greater influence on a consumer's purchasing decisions. A complete quantitative approach is designed to understand the impac...
By M. Kalaivani, Arasuraja Ganesan, N. Arunfred, V. Aruna