Insider Intelligence (2021). Influencer Marketing: Social Media Influencer Market Stats and Research for 2021. Insider Intelligence.
https://www.businessinsider.com/influencer-marketing-report?IR=T&itm_source=facebook&itm_medium=social&itm_content=influencer-marketing-report&itm_campaign=1-10-2021&utm_campaign=sf-bi-main&utm_medium=social&utm_source=facebook.com

has been cited by the following article:

• TITLE: Influencer Marketing: Statistics and Skepticism

  AUTHORS: Chelsea Peng

  KEYWORDS: Influencer Marketing, Traditional Marketing, Product Reviews, Influencer Characterization, Parasocial Relationships (PSRs)

  JOURNAL NAME: Open Journal of Business and Management, Vol.11 No.2, March 30, 2023

  ABSTRACT: This paper analyzes how the influencer market has grown exponentially in the past several years and also how difficult it is to track the results of influencer marketing and advertising in general. Using data related to negative consumer impressions of traditional advertising features like pop-up ads and the untrustworthy review phenomenon and relating it to data about Generation Z’s modern opinions on social media marketing, I explain how influencer marketing is the better choice to appeal to a younger audience. Pseudo-social relationships are formed between the influencer and consumer and are reinforced by three attributes: physical attractiveness, social attractiveness, and attitude homophily. A successful influencer has balanced all three of these attributes to be balanced, in addition to a strong relation between the brands. While it is clear that the influence market is not a scam, it does require that brands have a certain level of skepticism and know their audience in order to find the most appropriate influencer to maximize the effect of their marketing.