Who is a micro-influencer and why should loyalty marketers care? According to a new study conducted by Dr. Jonah Berger from the Wharton School and the Keller Fay Group, micro-influencers represent an emerging influencer marketing channel that could hold the key to optimum customer engagement.
An influencer is best defined as a person who has a greater than average reach or impact through word of mouth in a relevant marketplace. Micro-influencers are not traditional celebrities, but rather individuals who work in their categories or are....