How influencers shape what we buy—and what you need to know before you click
WEWS: Christian Hughes, assistant professor in the Department of Design and Innovation at Weatherhead School of Management, explained that social media influencers create “parasocial relationships,” making consumers trust them more—exactly what brands aim for. She urged consumers to research products and recognize marketing tactics. “On social media, we can reach out to influencers directly…and that builds loyalty,” she said.
