A strong trend in the world of marketing communications is the reliance on influencers to help build a brand’s following. Consider the following examples:


Discussion Questions:

  1. Watch the first video. Relate the content to the buying decision-making process. At what stage do influencers hold the most influence?
  2. Go to Bogi’s Garage. What types of products does she endorse? What gives her credibility in the world of influencers?
  3. Examine the CBS News story regarding kid influencers. What is your reaction, from a personal, social, and marketing perspective?
  4. View the YouTube Fashion Influencers video. Are there common characteristics among the influencers? How could a company take advantage of their influence in a marketing communications program?
  5. What do you believe is the future of influencer marketing? Defend your answer.

About Dr. Donald Baack

Co-author of textbook.

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