An industry of influence: Celebrity endorsements

Celebrity endorsements are nothing new, but the emergence of influencers through social media taps into the increasingly fragmented and temporary nature of today’s communicators and their audiences

14th January, 2018
An industry of influence: Celebrity endorsements

‘Promote products tha’ you’ve never used but tell everyone else they’re unreal an’ ye swear by them.” “Buy something on AliExpress for a fiver an’ sell it on yizzer site for €2,000.” “Try to to get free nigh’ stays in hotels by sayin’ ye have loads of followers an’ it’ll be good exposer for the business.”

These...

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