Why people trust influencers more than brands – and what that means for the future of marketing

By: Kelley Cours Anderson, College of Charleston, The Conversation

Outlets: The Conversation

Published: November 17, 2025

Words: 1,238

Last Updated: 1 week ago

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By Kelley Cours Anderson, College of Charleston

Not long ago, the idea of getting paid to share your morning routine online would have sounded absurd. Yet today, influencers are big business: The global market is expected to surpass US$32 billion by the end of 2025.

Rooted in celebrity culture but driven by digital platforms, the influencer economy represents a powerful force in both commerce and culture. I’m an expert on digital consumer …

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