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Definition: Influencer Marketing is the marketing approach which attempts to identify specific third parties, referred to as influencers or opinion leaders, and to find the best way to approach them.
An influencer is defined as a third-party who significantly shapes the customer’s purchasing decision, but may never be accountable for it.
According to some, traditional marketing is losing its effectiveness and is even considered “broken” (Brown and Hayes, 2008). It does no longer contribute to sales in the direct and tangible way as before, because audiences are targeted by too many messages that are similar to each other and are not considered believable.