UK Business

Want to be an influencer? Our research shows what you need to know first

Written by Sarah Glozer, Senior Lecturer in Marketing & Society, University of Bath

You’re hard at work, lying in a hammock, composing the perfect selfie on the beach. The turquoise sea sets off the idyllic sunset, and just visible though the fronds of a palm tree is the logo of the hotel which is paying you to promote it to your millions of followers on Instagram.

Click. The perfect shot. And another...

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