The Evolution of Influencer Marketing

John Biggs and Jessa Moore

Chapter Chapter 2 in Influencer Boot Camp, 2025, pp 15-31 from Springer

Abstract: Abstract From the early days of traditional celebrities endorsing products to the rise of social media personalities, influencers have reshaped how brands connect with audiences. Their journey reflects the power shift away from publishers and toward individual content creators. It is the story of democratization of influence itself.

Date: 2025
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DOI: 10.1007/979-8-8688-1389-4_2

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