Influencers: consumer champions or dodgy bloggers?

The rise of social media influencers has been stratospheric, but difficult questions are being asked of how this form of marketing operates. When influencer marketing emerged it was viewed as a breath of fresh air and an empowering movement that provided an authenticity that was in sharp contrast to traditional advertising. However, this sense of authenticity has been eroded by a rush to jump on the influencer gravy train, and a backlash against influencers attempting to blag free goods and services.  Read more…