Why celebrity endorsement is not influencer marketing

Celebrity endorsement isn’t the same as influencer marketing. With celebrity endorsement the celebrity lends their fame to a brand or product. The product often lies wholly outside the celebrity’s field of expertise. Communication is one way. Celebs just pump out content. They don’t interact with their following. It’s the old broadcast model of communications.

Scott Guthrie

Big budgets don’t guarantee trust. Connecting with the right people builds trust – writes Scott Guthrie

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