Pamela Reif, a German fitness influencer regulary reaches over eight million followers with her fitness posts and videos. Needless to say that many sports companies such as Puma reach out to her. What is so special about a relationship between an influencer and his/her followers and what...

Social media platforms have created a new industry where both influencers and consumers are empowered. Consumers do not only consume but also contribute to the content they face on social media. Through their narratives and content, they may even become social media influencers who have the...