The communication environment for businesses has significantly changed with the emergence and growing popularity of social networking sites. Scrolling through our timelines today we are bombarded with popular influencers promoting products through brand sponsorships. From weight loss teas to teeth whitening kits, these brand partnerships are hard to avoid and are a powerful marketing strategy that many companies are capitalising on. These well-known users sharing their experiences and opinions have become a trusted source of information for consumers “with 74% of individuals relying on social media to influence their purchasing decisions” (Bennett, 2014), therefore leading to a decrease in traditional advertising. These developments have forced advertising industries to adapt and rethink
traditional marketing strategies in order to effectively reach consumers, thus the development of influencer marketing.
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