Redefining the social media influencer in the 2020s The term social media influencer once described an individual with the power to shape consumer behaviour through personality, proximity, and perceived authenticity. In its early digital form, influence was measured in followers, likes, and sponsored posts, with value fluctuating according to platform algorithms and audience sentiment. By … Continue reading The evolution of the social media influencer: Khaby Lame and the US$975 million institutionalisation of digital identity