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Executive Summary 

Working with influencers short-term may be easier, but it is not beneficial for strengthening a brand’s image. It creates more work in the long run because brands are continually looking for new influencers to work with. It also leaves the target audience confused about who the brand is and how credible they are. Influencer marketing focuses on a specific audience, compared to traditional advertising that focuses on a wide audience. A case study with blogger Julia Grubert Van Iderstine explores short-term and long-term relationships with influencers. The results will show brands how to build long-lasting relationships with influencers. Brands will benefit from long-lasting relationships with influencers because it will strengthen brand loyalty and increase the number of returning customers.

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