Can Influencer Marketing actually cut through the noise?

It’s very noisy out there in the digital sphere. With 547.200 Tweets, 123.060 posts on Instagram and 2.780.000 video views per minute the internet is crowded, noisy and busy. This massive content had a huge growth with the emergence of Web 2.0 and an even bigger growth with the increase in Social Media platforms. 

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Influencer marketing - How companies can benefit from influencers to strengthen their brands

Consumers are online and, above all, social these days. They prefer to spend their time on social media, chat and connect with friends, read blog posts or share their favourite video with their network (Murphy & Schram, 2014). What’s more, ordinary people increasingly create content themselves – and through social media platforms it will be accessible to people all over the world. These people are also referred to as influencers and they gain increasingly power to determine the perception of a brand through the communication on social media platforms (Booth & Matic, 2011). 

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