How much is an ‘influencer’ worth?

SSTH Swiss School of Tourism and Hospitality

The growth of social media as a promotional tool has given rise to a new profession, that of the ‘influencer’. These are bloggers who are self-proclaimed ‘experts’ in a particular sector or industry and who have attracted a significant online following – maybe in the tens or hundreds of thousands or even more. Influencers then attempt to extract compensation (in kind or otherwise) from businesses or brands in return for giving their seal of approval to the product which hopefully will motivate ‘followers’ of the blogger to purchase the product or service. So, how much are such influencers worth?

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