Influencer Marketing and Digital Culture: When Culture Goes Viral — The Power of Influence
Setting the Scene: Culture in the Digital Age Take a glance at any of the popular social media platforms, such as Tik Tok, Instagram, or YouTube, and it becomes apparent quickly that influencers are shaping what we buy, how we dress, and even what we think. This is what is referred to as influencer marketing, which is “the process of promoting a brand or product through partnerships with online influencers, in a way that is natural and genuine”. This is a critical part of digital culture, which is defined as “the trends, values, and conversations that take place online every day” (Influencer Marketing Hub, 2025). Why Influencer Marketing Works Unlike any other form of advertising, influencer marketing is a personal experience. People are more likely to listen to a person they are already interested in rather than a message on a billboard. In fact, 61% of consumers are more likely to trust influencer marketing compared to only 38% who are likely to trust branded content, according ...