Harvard Business School: How Paid Promos Take the Shine Off YouTube Stars (and Tips for Better Influencer Marketing)

Harvard Business School: How Paid Promos Take the Shine Off YouTube Stars (and Tips for Better Influencer Marketing). “Influencers aspire to turn ‘likes’ into dollars through brand sponsorships, but these deals can erode their reputations, says research by Shunyuan Zhang. Marketers should seek out authentic voices on YouTube, not necessarily those with the most followers.”

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