As the influencer marketing industry matures into a multi-billion dollar powerhouse, more brands than ever are investing in creator partnerships. But, is it really essential for every business model? In this episode of Wealth Pathways: The Affluence Science Insights Podcast, host Marie Stella interviews digital marketing lecturer Dr. Kristen Marshall to find out more. Based at Heriot Watt University, Dr. Kristen Marshall is an assistant professor and digital marketing lecturer, with experience teaching across various marketing subjects, from global strategy and marketing communications to marketing ethics and innovation. Her research interests include how digital platforms and mediums are used by consumers to explore identity and make purchase decisions. In this episode, Dr. Kristen Marshall sheds light on the explosive growth and transformation of influencer marketing, and reveals the importance of understanding a brand’s audience for marketing success. Additionally, Kristen shares tips on what to consider when determining if influencer marketing is right for your business. Together, Marie and Dr. Kristen Marshall exchange fascinating influencer marketing case studies, from the infamous Kendall Jenner Pepsi advertisement, to more unconventional examples like Brittney Saunders’s Fayt The Label. So, whether you’re a business leader, marketer, or entrepreneur, this episode will help you decide if it’s a critical pillar for your brand’s future, and if so, how to go about it —  don’t wait, tune in today! Follow Dr. Kristen Marshall’s work: https://www.hw.ac.uk/ebs/people/faculty/kristen-marshall.htm Produced by the Affluence Science Labs, a division of LMSL, the Life Management Science Labs.  Explore LMSL at https://lifemanagementsciencelabs.com/ and visit https://affluence.lifemanagementsciencelabs.com/ for additional information about Affluence Science Labs. Follow us on social media to stay updated:YouTube: https://www.youtube.com/@AffluenceScienceLabs Facebook: https://www.facebook.com/affluence.science.labs/ Instagram: https://www.instagram.com/affluence.science.labs/ LinkedIn: http://linkedin.com/showcase/affluence-science-labs  Twitter: https://twitter.com/AFScienceLabs TikTok: http://www.tiktok.com/@affluence.science.labs  You can also subscribe and listen to our podcasts on your preferred podcasting platforms:Apple Podcasts: https://podcasts.apple.com/us/podcast/wealth-pathways-the-affluence-science-insights-podcast/id1776049410/ Spotify: https://open.spotify.com/show/1sjHkrJioQi1EPqifOtOCB/ Amazon: https://music.amazon.com/podcasts/b42ff29e-5f29-444d-8d81-dbdf2b8ac287/wealth-pathways-the-affluence-science-insights-podcast/ iHeart Radio: https://www.iheart.com/podcast/1323-wealth-pathways-the-afflu-231093343/ Podbean: https://affluencescienceinsights.podbean.com/ PlayerFM: https://player.fm/series/wealth-pathways-the-affluence-science-insights-podcast/ Podchaser: https://www.podchaser.com/podcasts/wealth-pathways-the-affluence-5871405/