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Sadia, I.; Norazirah Ayob; Najar, F. A.; najar, A. hussain. THEORIZING INFLUENCER MARKETING PROCESS: A GROUNDED THEORY ANALYSIS OF SOCIAL MEDIA INFLUENCER-LED TOURISM PROMOTION IN KASHMIR : A Grounded Theory Analysis of Social Media Influencer-Led Tourism Promotions". IJBS 2025, 26, 1177-1198.