Marketing
November 2, 2021
Gaming influencers are on the rise as effective brand promoters. Image courtesy of Gucci
By Nora Howe
Brands have increasingly shifted their focus and marketing spending on digital influencers to promote products and messages through channels including YouTube, Instagram and Twitch.
{"ct":"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","iv":"7d508403d56b068c29583a124be1bc4a","s":"b807a067b7c82332"}
Share your thoughts. Click here