The dark side of social media and influencer marketing

Research output: Contribution to specialist publicationAIB Review - scholarly output

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Influencer marketing has become an increasingly popular marketing tool for brands over the past few years. As a form of social media marketing, influencer marketing involves direct communication of people with their audience without any intermediaries, through online platforms such as Instagram, YouTube and TikTok. Previously, traditional celebrities were mainly used to endorse products and brands. However, online platforms provide an opportunity for ordinary people to connect with millions of people around the world, get their attention and attract them to follow their content. Hence, popularity and fame could be achieved by anyone, not only by movies or sports celebrities.
Original languageEnglish
Specialist publicationAIB Review
Publication statusPublished - 18 Nov 2022


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