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in relation to influencer marketing by marketing companies, and marketers view influencer posts as the most direct form of reaching their target audience in comparison to traditional media (Morrison, 2015). Seventy-five percent of marketing professionals believe that influencer marketing generates sales and leads, while 90 percent consider it effective at brand awareness (Morrison, 2015). Not only do marketers view influencer posts as the most direct form of reaching their target audience in comparison to traditional media, but, in 2015, 84% of marketers planned to include influencer marketing in their strategy during the coming year (Morrison, 2015). In the same 2015 study, marketers reported to believe Facebook and Instagram to be twice as important than other platforms in relation to influencer marketing. Influencer marketing is not, however, a new concept born with the rise of Instagram. Influencer marketing has been a common tool used by brands to reach their target market for decades. Since the first celebrity was paid to wear a designer’s new line, given free products in hopes of creating brand awareness, or was the star of an advertising campaign, marketers have understood the power behind using a big name and recognizable face (Lee, 2018). The psychology behind influencer marketing can explained by a theory called Diffusion of Innovations (DOI; Rogers, 1962). Some individuals argue that understanding DOI is crucial to understanding how to run an effective influencer program (Baker, 2014). DOI was developed in the 1960s, popularized by communication theorist and sociologist Everett Rogers, and seeks to explain how, why, and at what rate ideas are spread. Diffusion, Rogers argued, is the way in which an innovation or an idea is spread through a social group. In this theory, there are five categories of adopters that an idea must go through when an audience gains interest. The categories include: 11PDF Image | LIFESTYLES OF THE INSTAGRAM FAMOUS: WHAT FASHION MICRO- INFLUENCERS
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