With the growing influence of digital marketing, brand owners are at no loss of options when deciding how to spend their digital marketing budget. A September 2021 insights from New York-based Nielsen titled “Making personal connections: How brands are leveraging social influencers,” notes that although influencer marketing did not stem from the pandemic, the social circumstances during its existence “have fostered a stronger need for interpersonal connection among consumers, and social media has delivered.”
Citing research from Nielsen Scarborough, the Insights notes that nearly one-in-five Americans (19.3%) agree or somewhat agree that they might be influenced by a celebrity endorsement when it comes to a product purchase.