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Influencer marketing doesn’t need more metrics — it needs more trust and collaboration between brands and influencers

By Zeynep Arsel, Concordia University Chair in Consumption, Markets, and Society, Concordia University and Professor, Management, University of Bath, Concordia University
Maria-Carolina Zanette, Associate Professor of Marketing, Neoma Business School

Despite its widespread use and significant impact, influencer marketing is surrounded by uncertainties, ambiguities and controversies, both for practitioners and general public.

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