What is it about?

Despite their popularity, the use of influencers in marketing has recently encountered certain limitations. The pandemic fueled some of these concerns such as a lack of authenticity and an ever-increasing number of influencers. We provide influencers' experiences and perspectives related to those problems and the pandemic's effect on them through interviews to shed light on the future of influencer marketing.

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Why is it important?

Influencers have become a main marketing tool for numerous consumer goods companies yet the future of the profession may be challenging and existing research into the topic is scarce.

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This page is a summary of: Impact of the pandemic on social media influencer marketing in fashion: a qualitative study, Qualitative Market Research An International Journal, May 2022, Emerald,
DOI: 10.1108/qmr-11-2021-0133.
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