New forms of advertising bring new issues. In the case of influencer marketing, fake followers top the list. For example, Points North Group study of Procter & Gamble Co.’s social influence found that 32% of Pampers’ and 19% of Olay’s paid influencer followers were fakes. Topping the list was the Ritz-Carlton, with so-called influencers using 78% fake followers. While this fraudulent behavior isn’t exclusive to IM, more than half of senior-level agency and marketing professionals believe from 10-50 percent of their ad spending is lost to this type of fraud.
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