There's a split across Asia Pacific in the popularity of influencers, according to data from Rakuten Advertising.
Over nine-tenths of consumers in China (92%) and India (91%) say they follow influencers on social media, with Malaysia (87%) and South Korea (85%) following close behind.
In India, Instagram is the platform of choice for influencer marketing but fraud remains a major issue. For China, key opinion leader fraud is also an issue and marketers need to move beyond a 'one-size-fits-all' approach.
However, influencers prove far less popular in Australia (37%) and Japan (39%), where about...