What makes influencer marketing effective?
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Journal of Business Research (Journal)
Influencer marketing is defined as 'marketing communication' in which influencers promote a brand’s offerings on their own social media page. Brands can leverage these close links by having influencers promote their offerings to consumers who already embrace the image or views of those influencers. However, this method has some challenges, as consumers grow more familiar with and skeptical in the face of inauthentic influencer marketing campaigns. But inauthenticity is not the only challenge brand marketers confront; they also must identify unethical influencers who claim fake followers or falsified rates of engagement.