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Scrutiny to rise as online US influencer market booms

Tuesday, January 3, 2023

Significance

Influencer marketing has become mainstream within a changing digital advertising landscape where social media and e-commerce are converging, raising consumer protection questions about the transparency of the relationships between brands and influencers.

Impacts

  • Brands will build networks of influencers, providing opportunities for niche nano-, kid-, gaming and virtual influencers.
  • Social commerce will expand rapidly.
  • Brands are at reputational risk if their influencers behave problematically or attract adverse publicity.

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