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Over the past few years, the term “influencer” has really taken flight. To most marketers, “influencers” are highly influential individuals – often celebrities and social media stars – that have millions of followers that know, like and trust the influencer and, therefore, heed their recommendations. While an attractive and alluring concept, what many brands are finding is that they are paying out massive fees to influencers but are not seeing the ROI or engagement to support...
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