Harvard Business Review: Do Influencers Need to Tell Audiences They’re Getting Paid?

Harvard Business Review: Do Influencers Need to Tell Audiences They’re Getting Paid?. “…the whole point of influencer market has traditionally been based on the perceived neutrality of the influencers. Companies fear that the credibility associated with electronic word-of-mouth (e-WOM) will be compromised by disclosure. Our research, based on surveys taken between 2015 and 2018, calls that belief into question.”