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1. Innovators 2. Early Adopters 3. Early Majority 4. Late Majority 5. Laggards In the DOI model, influencers fall into the “Early Adopter” category, which can be seen in Figure 1 (Lee, 2018). In today’s social media landscape, influencers are innovators and early adopters who have managed to attract an audience through their expertise and authentic, relatable voice (Lee, 2018). Companies have long understood that they must first attract early adopters in order for their brand to be diffused down the ranks; however, because social media has amplified the voices of early adopters, it has become more important than ever for brands to have early adopter’s on their side (Lee, 2018). Today’s influencers have a band of loyal followers that trust their recommendations and make purchases based on such. Influencer marketing is simply the diffusion of innovation, changed by the power of social media (Lee, 2018). In today’s market, influencer marketing is no longer restricted to iconic companies with vast resources or well-known celebrities and athletes, categorized as “macro-influencers” (Kemp, 2018). Increasingly, “everyday” individuals, those who were not well known prior to joining Instagram, have developed significant followings. As a result, brands have a larger pool of influencers from which to choose, and, in turn, audiences have a larger pool of influencers from which to follow (Gallegos, 2016). 12PDF Image | LIFESTYLES OF THE INSTAGRAM FAMOUS: WHAT FASHION MICRO- INFLUENCERS
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