Dr Paul Hopkinson, Associate Head of the Edinburgh Business School at Heriot-Watt University Dubai and Academic Lead for Heriot-Watt Online
With the amount of column inches (or should that be pixels) devoted to influencer marketing over recent years, you would be forgiven for thinking that it was a recent discovery. The reality is, of course, that marketers have been cultivating influence using influencers since the dawn of time. In B2B markets and professional services, for example, influencing third parties such as advisers, architects, specifiers and physicians to recommend goods and services is a well-established practice.
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