Rise of Influencer Marketing: Benefits and Ethical Challenges
Abstract
This report explores the significant impact of influencer marketing, particularly focusing on Lionel Messi’s 2023 transfer to Major League Soccer’s (MLS) Inter Miami. Messi, recognized globally not just as a football icon but also as an influencer, provides a unique marketing opportunity for the team and commercial partners. His move generated impressive sales and brand visibility, underlining the power of celebrity endorsements. The report traces the evolution of influencer marketing, from its origins to its boom with platforms like Instagram, TikTok. It discusses its advantages, including increased brand awareness and targeting precision, while also addressing the ethical and legal challenges.
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