By Dhanush RajendranAt first glance, celebrity endorsements may seem a product of the modern era, one which came of age with the advent of the television and was driven to new heights by the global explosion of the internet. But as we entered a new millennium, this time-proven marketing technique slowly began to be displaced by a new approach – the influencer. With social media hitting new heights of popularity, these new-age celebrities built-up fan followings in the millions. Naturally, brands moved quickly to harness the enormous potential of this new marketing avenue.But even as influencer marketing boomed and went mainstream, the true effectiveness of these collaborations has come into question. The public knows this as well, which is why a celebrity endorsing a brand is seen as such a big deal.

Source: Economic Times October 18, 2020 05:34 UTC