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Influencers: Superheroes or Supervillains?

Scrolling through my Instagram timeline I came across yet another self-proclaimed influencer flogging what seemed to be the millionth product in as many days. I couldn’t help but roll my eyes and instead of being influenced in a positive way and loving the product, I was annoyed… not only with the person who posted it, but also with the brand. Let’s face it, we’ve all been there and because of this the word ‘influencer’ has gotten a bad rep in recent years. Influencer marketing is still quite a new concept in South Africa, and it makes sense that we’ve been…

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