In recent years the world has seen exponential growth of online influencers; Martinez-Lopez et al. (2020) define an influencer: Marketing Communications Assignment, TCD, Ireland
| University | Trinity College Dublin (TCD) |
| Subject | Marketing Communications |
In recent years the world has seen exponential growth of online influencers; Martinez-Lopez et al. (2020) define an influencer as someone who has built up a large network of followers and who is considered to hold considerable expertise in a specific niche area. Influencers monopolize the power they possess in a given area and influence through content provision across social media platforms.
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