A single Instagram post or TikTok clip can drive millions of viewers toward fashion trends. Brands no longer rely on celebrity endorsements. Instead, they're increasingly partnering with social media personalities who offer authenticity, relatability, and a sense of friendship. The power of influence has shifted, radically.
On this episode of Newhouse Impact, Assistant Professor of Advertising Dr. Faren Karimkhan shares her research on how influencer marketing is changing the fashion and beauty space. Relatability and transparency are key, as are expertise and personal connections. Karimkhan discusses how this shapes the marketplace, as well as her instruction of students who might soon enter the advertising, marketing, or influencer world themselves.
Newhouse Impact is a collaboration between WAER and the Newhouse School of Public Communications with help from the office of Dr. Regina Lutrell. Research and guest scheduling help from Chris Fiegel. Production help from Grace Anthony.
Music in this episode is 'Gardens' by penguinmusic.
