Influencers play a sizeable role on social media, connecting consumers with brands. In 2022, the influencer market was estimated at $16.5 billion. With this much power comes great responsibility, and content creators are under growing pressure to disclose partnerships with brands to build trust with consumers. Whether influencers engage in…

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Posted: March 2, 2023

Using social media influencers to help promote a brand has become an increasingly important marketing strategy. But questions remain about selecting an influencer to represent a brand online. Celebrity endorsements aren’t new, but the online influencer/follower relationship is considered less stable than the relationship between traditional celebrities and fans. University…

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Posted: February 14, 2023

Influencers are semi-professional “microcelebrities” who gain followings on various social media platforms such as YouTube and Instagram. Often sponsored by brands to promote their products, influencers offer a range of message reliability when it comes to their carefully crafted lifestyles, personalities, and interests. As the use and importance of social…

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Posted: January 11, 2022