Rosengren, Sara; Campbell, Colin L.; Farrell, Justine Rapp - In: NIM marketing intelligence review : NIM MIR 17 (2025) 1, pp. 18-23
Typically, influencers are considered a promotional tool that can help retailers and brands draw attention to their offers. Their impact on the retail landscape is, however, more profound. Influencers are not just changing consumer behavior-they are forcing retailers to rethink their entire...