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What’s in an Insta-famous name? Fortune – and risk

Working with influencers can be a double-edged sword. On the one hand, you’ve got the massive audience-pulling potential of everyone’s favourite Insta-famous name, but on the other, you’ve got a huge helping of brand risk. The halo effect is the tendency for positive impressions of a person, brand or product to positively influence their opinion or feelings of something completely separate. This is the very reason brands collaborate with influencers: so that the influencer’s positive hyp

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