Marketing has expanded and evolved in recent times, brought about by the rise of social media. Digital marketing has under its fold social media marketing, which constitutes a huge chunk of advertising budgets since most Filipinos spend a lot of time on social media. Such is the transformation of marketing in this digital age.
In influencer marketing, companies invest in brand ambassadors or individuals who have strong followings — reaching millions — under the assumption that they can help convey a message and therefore "influence" their audiences to do the same. We see this in many celebrities and other known individuals with different areas of expertise.
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