Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Influencers are rapidly becoming a large voice in marketing, and their unique parasocial relationship with their followers positions them as a voice that can create significant change for brands, with new consumer bases and purchasing intentions. In the article by Ting and Ahn (2026), the authors examine the nature of this relationship and how it can be leveraged for brands in the hospitality sector, further examining how demographics like age, gender, and income react differently to influencer marketing. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.
A Mon, study studied this question.