Bhawna Mehra. “The Influence of YouTube Influencers on Consumer Buying Behaviour: A Quantitative Study of Consumers in Emerging Urban Markets of Rajasthan”. INTERNATIONAL JOURNAL OF MANAGEMENT RESEARCH AND REVIEW, vol. 16, no. 3, Sept. 2026, pp. 187-99, https://ijmrr.com/index.php/ijmrr/article/view/757.