Why people trust influencers more than brands – and what that means for the future of marketing
- Written by Kelley Cours Anderson, Assistant Professor of Marketing, College of Charleston
Not long ago, the idea of getting paid to share your morning routine online would have sounded absurd. Yet today, influencers are big business: The global market is expected to surpass US$32 billion by the end of 2025.
Rooted in celebrity culture but driven by digital platforms, the influencer economy represents a powerful force in both commerce...
