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The Surprising ROI of Small Online Influencers

Traditionally, companies that have engaged in social media marketing have worked with online influencers who have large audiences. The idea is that the wider scope will lead to higher returns on investment. However, two recent studies conducted by the authors paint a more nuanced picture: It turns out that endorsers with small but devoted online followings offer significantly higher sales conversion rates compared with typical rates among more prominent influencers.

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