Want to be an influencer? Our research shows what you need to know first

By Sarah Glozer, Senior Lecturer in Marketing & Society, University of Bath
Hannah Trittin, Professor of Business Administration, Leuphana University

You’re hard at work, lying in a hammock, composing the perfect selfie on the beach. The turquoise sea sets off the idyllic sunset, and just visible though the fronds of a palm tree is the logo of the hotel which is paying you to promote it to your millions of followers on Instagram.

Click. The perfect shot. And another typically perfect day in the life of an influencer. Or is it?

Certainly a career as an influencer can seem appealing. The work generally involves…

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