Influencers Vary Widely

â–¶ Tracking Influence: A study by Epsilon reveals that influencers can be hard to pinpoint specifically, but they cross gender, age, income levels and channels. The one constant is their tendency to talk about products and events. The research findings include: • Consumers are influencers strictly within product categories, not across all categories. • Regardless of how influencers receive product information—by e-mail, first-hand experience or in-store promotion—about 90% of word-of-mouth communication occurs face-to-face or via phone. • Less than 10% of all responders said they had added content to a brand or product Facebook page.

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