3ENDORSERS AND INFLUENCERS CLARIFYING THE BOUNDARIES

With a basic understanding of the ecosystem within which influencer marketing sits, we now dig deeper into who influencers are. We start by exploring in greater depth the boundaries between endorsers and influencers, looking at the research that helps explain the differences. We then examine the key attributes of influencers and learn how influence spreads.

Endorsers

The history of endorser research goes back decades and reviewing it can help us to understand how endorsing and influencing work. Perhaps the most influential work of all is that of Roobina Ohanian, who developed a scale to measure a celebrity endorser’s perceived expertise, trustworthiness, and attractiveness.1 These three ...

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