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  • Why do people trust the word of digital tastemakers?
  • Why do people trust the word of digital tastemakers?
    Mianik (2019) ©

#ad! The science of online influencers

Celeb endorsements have lost some of their power in the social media era, but what makes bloggers, vloggers, and self-styled fashionistas so effective as spokespeople? Canvas8 talked to Alexander Schouten, assistant professor at Tilburg University, about how influencers convince people to buy.

Location Global

Boasting more than a billion monthly active users, Instagram has evolved far beyond its initial purpose as a photo-sharing platform – it’s now a go-to destination for product and brand discovery among digitally-savvy shoppers. From experimenting with augmented reality to in-app reminders for merch drops, it’s transforming the retail journey beyond transactions alone, allowing people to explore items in depth, find coveted rarities, and seek buying advice from peers across the planet. For many users, the biggest sources of shopping inspiration are influencers. There are 500,000 such individuals on the app ...



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