Building brand trust in the age of the influencer

Edelman’s Ashutosh Munshi says that with influencer marketing gaining popularity, brands have ways to ensure influencers’ voices are authentic, even as advertising guidelines help to spur more honest communication in brand marketing.

This article is part of a Spotlight series on how marketers can optimise influencer marketing strategies in India. Read more

Back in 2010, “blogger” was the buzzword for influence. Fast forward to today, where influencer marketing has entered a new era as the career choice for Gen Z, a side hustle for many and a marketing engine for brands, looking to expand their reach, a

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