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Influencer marketing has been on the rise in recent years, but how effective is it in impacting consumer behavior? In our new research report, The Psychology of Following, we explore why people listen to, follow, and trust influencers—sharing insights including:

  • Over half of U.K. and U.S. participants considered a purchase after seeing an influencer’s post
  • 75 percent of Millennials follow a fashion influencer on Instagram
  • 31 percent of respondents have bought a product or service after seeing it featured in an influencer’s post