Most discussion on the generic topic of social influence centres on compliance and persuasion in a social environment, as exemplified in Robert Cialdini’s book Influence: Science and Practice. In the context of Influencer Marketing, influence is less about argument and coercion to a particular point of view, and more about loose interactions between various parties in a community. Influence is often equated to advocacy, but may also be negative, and is thus related to concepts of promoters and detractors
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