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Influencer marketing Essay Topics & Paper Examples

Literature Review Influencer Marketing

INTRODUCTION Influencer marketing has emerged as one of the fastest-growing social marketing practices as brand marketers look to connect with consumers and customers in meaningful and authentic ways often through the collective voice of active bloggers that are passionate and vocal about the brands they love. It represents a form of Word of Mouth marketing, which we define as an unpaid form of promotion – oral or written- in which satisfied consumers tell other people how much they like a product, service, business or event. Marsden (2005) says that research shows that word of mouth (WoM) is at least twice as powerful as traditional marketing communications in influencing sales, and given the rise of electronic word of mouth (mobile and…