It is easy to assume that influencer marketing is a fairly new concept, now that social media and other modern day internet tools have become so pervasive. But it isn’t.
In the 1940s, a study in political communications called the “Multistep flow model” claimed that most people are influenced by opinion leaders and by information that is second hand. We can easily assume that the same claims extend to the supply chain.
These days, influencer marketing is becoming more sophisticated. Word-of-mouth has always been a fundamental tool in influencer marketing, but social media has added to the complexity of this method.