2INFLUENCERS IN THE MARKETING ECOSYSTEM
Many treat marketing influencers as if they are somehow separate from the larger advertising and marketing ecosystem; they are, in fact, firmly embedded within it. Although there are still discussions about exactly where influencers fit, there should no longer be any doubt that their role does lie within the marketing domain. This chapter examines that larger environment, noting the heritage of influencer marketing, as well as how and where it overlaps with older forms of media and communication to link brands to consumers.
If you open your Instagram app and see a video of Emily Henderson talking about her love of FabFitFun, it is all too easy to think that this is happening in isolation, and that the ...
