Shopping for Influencers, Buyer Beware

Influencer marketing is one of the hottest and sensitive topics on social media. People with influence can persuade skeptics to take a look at a business’ products and services. The more followers influencers have, the greater their influence — assuming follower statistics are not inflated by fake accounts bought to pad numbers. Credibility and other issues raise questions about the future of influencer marketing. Author and consultant Karen Freberg has looked into this and related topics. She is an associate professor in strategic communications at the University of Louisville and adjunct instructor for the Integrated Marketing Communications Graduate Online Program…...