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Social Media Marketing, Second Edition, 2nd Edition by Emi Moriuchi

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CHAPTER 5

The Impact of Influencer Marketing on Consumer-Generated Content

Often, there is a limit to how much we can engage our consumers with our content. With consumer-generated content scrupulously being optimized in eCommerce and social networking site feeds such as Facebook (after the change of policy), marketers are starting to the impact of influencers and their content. Gottbrecht (2018) argued that influencer-generated content has become a great equalizer as the social media is being bombarded with content from different sources. It is indeed not just about the quantity of content that changes consumers’ behavior; rather it is what accelerates consumers’ confidence in making a purchase decision. The impact of an influencer’s endorsement ...

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