Influencer marketing is big business: here are five mistakes the stars (and the brands who sponsor them) should avoid
- Written by Rebecca Mardon, Senior Lecturer in Marketing, Cardiff University
Shutterstock/GaudiLabUsing social media celebrities to advertise products – influencer marketing – is a lucrative and rapidly growing industry, projected to be worth up to US$15 billion (£10.7 billion) by 2022.
Influencers profit from their online fame by collaborating with brands, endorsing products to their followers in return...