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Brand-backed influencer campaigns can be hard to spot – how to tell if a company is behind a social media post

By Abhisek Kuanr, Lecturer in Marketing, University of Essex
Debasis Pradhan, Professor of Marketing, XLRI Xavier School of Management

Nearly three-quarters of Generation Z (people born between 1996 and 2010) follow at least one influencer on social media platforms and 44% buy things based on influencers’ recommendations.

This age group consists of around 68 million people and counts…

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