What price social media influence?

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Fri, 2019-08-23 00:27

ABU DHABI: In the age of the social media influencer, the phenomenon and the power of “likes” have been driving brands to sign up a handful of users for huge sums to reach out to the masses.

A single post or a picture by an “influencer” — such as a fitness guru, beauty blogger or fashion expert — can rake it in. In the Middle East, such elite users command astronomical fees with their appeal to a region that is home to a digitally empowered Arab youth.

But as with any lucrative business, fraud has followed.