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The unparalleled growth of social media platforms over the past decade has led to the rise of the “Influencer” within the marketing industry. They are public figures used by brands and marketing agencies to engage with target groups to gain social influence and build brand loyalty. We review the origins which gave rise to the influencer industry from a cultural perspective highlighting its complex and often checkered past. We examine how the meaning of social influence is constructed, not just as a series of events but as a commercial entity with economic value. How do marketers interpret th
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