Sadia, Iram, Norazirah Ayob, Farooq Ahmad Najar, and Ashaq hussain najar. 2025. “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"”. International Journal of Business and Society 26 (3):1177-98. https://doi.org/10.33736/ijbs.7815.2025.