Influencers

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…

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…

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…