Introduction Once dismissed as a fad, influencer marketing has grown to become a key component of the marketing mix for consumer brands, and is also making inroads into the world of B2B. In 2023 the influencer marketing industry is expected to be worth $21billion, compared to $16billion in the previous year. There are a number of drivers behind this growth. Trust in conventional advertising is difficult to measure because it varies a lot between different demographics and industries, but in a lot of areas it’s falling, while online influencers are often seen by consumers as being more credible and trustworthy.

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