Then vs. Now: Influencer Marketing (Re-)Defined

  • Joel Backaler


This chapter explains the emergence of modern-day influencer marketing—it has existed for decades in different forms (ex: word of mouth marketing, traditional celebrity endorsements). However, it is more relevant today due to the widespread adoption of new technologies (Internet/social media platforms) and the decline in effectiveness of traditional mass-media (ex: television advertisements). Influencer marketing in an Internet-enabled, global business environment, allows savvy marketers to connect with their target audiences in an authentic manner, and avoid using interruption marketing techniques of the past that have lost effectiveness due to ad blockers and other information filters.

Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Joel Backaler
    • 1
  1. 1.GlendaleUSA

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