Rakuten Advertising：2024年网红效应：全球视角下的消费者参与报告（英文版）

Still think of influencers as mainly top-of-funnel partners? You’re not alone. Many marketers categorize them that way. However, influencers now play a much more important role throughout the entire customer journey – from awareness to consideration to purchase.Now, nearly eight in ten customers trust influencer recommendations, and 61% said they had purchased due to an influencer recommendation in the past six months. That’s a quantum leap down the funnel