Perspective Chapter: The Rise of Influencer Culture - Marketing, Monetization, and Authenticity in the Social Sphere
Zohaib Riaz Pitafi,
Tahir Mumtaz Awan
Abstract:Influencer marketing has become a transformative force in modern marketing, altering brand engagement with consumers and redefining media consumption. The chapter examines the evolution from traditional celebrity endorsements to the emergence of digital influencers, facilitated through social media platforms such as Instagram, YouTube, and TikTok. Key insights include the classification of influencers into micro-, macro-, and mega influencers, each serving distinct roles and engagement levels. Micro-influencer… Show more
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