emarketer.com reported on a “wide-ranging survey of US millennial internet users” carried out by Roth Capital Partners which found that 78% of respondents had a “negative view of celebrity endorsements, or were indifferent to the practice with regards to making a purchase.”

Roth Capital Partners also found millennials were also conflicted about influencers, who don’t always fit into the “celebrity” category. About one-third of millennials remained “unconvinced that their best interest is top of mind for digital influencers,” and another 34% were indifferent to the idea of digital influencers looking out for them. Pay for play similarly raised concerns, with nearly four in 10 respondents saying that paid endorsements erode both influencer and celebrity credibility.

Zachary Cantor, Director of Decision Sciences at digital marketing company GlobalWide Media commented: “Influencer marketing tools can, for example, build a social graph to identify users – not necessarily celebrities – that are inclined to influence others and then intelligently message those users through cross-device campaigns.”

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