Report: 'Influencers' Lack Sweeping Power

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

3/23/10, MediaPost

Coinciding with the rise of social networks and viral marketing, “influencers” were once touted as the surest path to broad brand approval. More recently, research has cast doubt on the vastness of their power.

A new study from ICOM — a division of direct marketing agency Epsilon — finds that there is no universal influencer, and that consumers are influencers strictly within product categories, rather than across all categories.

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