Punjabi University’s Dr. Tarannum Mohan to lead ICSSR-NWRC study on Ethical and Regulatory Impact of Influencer marketing
Babushahi Bureau
Patiala (Punjab), March 7, 2026 — Dr. Tarannum Mohan, Assistant Professor at Punjabi University’s Centre for Emerging and Innovative Technology, Mohali, will lead a research project funded by the Indian Council of Social Science Research (ICSSR), North-Western Regional Centre (NWRC) to examine influencer marketing in India.
The project, titled “Examining Influencer Marketing: Bridging Regulatory Gaps and Moral Boundaries in India,” aims to analyze how social media influencer campaigns impact consumer perceptions, trust, and purchasing behavior, while addressing ethical and regulatory challenges in the rapidly growing digital marketing landscape.
With influencer marketing becoming a dominant promotional strategy across industries, concerns over transparency, disclosure norms, and authenticity of endorsements have risen. The study will investigate these issues, identify gaps between existing advertising regulations and actual practices, and propose recommendations to strengthen governance and consumer protection.
Speaking about the initiative, Dr. Mohan said, “This study will provide empirical insights into influencer-driven marketing practices and help develop a more transparent, responsible, and consumer-friendly digital marketing ecosystem in India.”
The findings are expected to benefit policymakers, marketers, and consumers, while contributing to academic research and policy discussions on ethical digital advertising. The ICSSR-NWRC funding supports interdisciplinary research on emerging socio-economic challenges in India.