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Influence: How social media influencers are shaping our digital future by Sara McCorquodale

Influence: How social media influencers are shaping our digital future by Sara McCorquodale

Rs. 299.00
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Book Summary – 

Influence offers a compelling deep dive into the rapidly evolving world of digital influence. Drawing on first-hand interviews with over 100 leading influencers, the book traces the rise of influencer culture—from early blogging and MySpace to today’s Instagram and TikTok icons—and explains how individuals have become powerful communication hubs for brands and audiences alike.

McCorquodale unpacks the distinctive mechanics behind influencer success: how authentic voice, audience engagement, and entrepreneurial savvy merge to create personal brands that often outperform traditional media advertising. She also examines the challenges and dilemmas of influencer marketing, including controversies, platform volatility, and brand risks, offering practical guidance on navigating and mitigating these complex dynamics.

Forward-looking and insightful, Influence assesses not only how influencer culture reshapes marketing strategies, but also how it will continue to redefine digital media and communication in the years to come.

About the Author – 

Sara McCorquodale is a seasoned journalist turned industry strategist—currently serving as CEO and founder of CORQ, an influencer intelligence and digital trends platform. Prior to founding CORQ in 2017, she spent over a decade in journalism and media: launching MailOnline, becoming digital editor at Tatler, heading Huffington Post Style UK, and leading global B2C content at trend analytics firm WGSN. Since 2012, she's advised major brands like Chanel, Estée Lauder, and Net-A-Porter on influencer strategies—and contributed to outlets such as The Guardian and the BBC.

Her blend of editorial experience, trend forecasting, and hands-on influencer marketing makes her uniquely qualified to demystify the influencer economy.

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