User-Generated Content—Today

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While we know that consumers value the opinions of their favorite influencers, attitudes toward traditional influencer marketing are changing. In a recent white paper from The Lacek Group, “Generationally Speaking: Gen Z Transforms Loyalty,” Montanna Cervenka points out that Gen Z thinks differently about influencer-driven content. Three-quarters of Gen Z consumers say they’re more likely to trust content shared by “normal” people than content shared by....

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