June 15, 2016
by Jack Loechner, MediaPost

According to a study conducted in collaboration with Keller Fay Group and Dr. Jonah Berger, The Wharton School of the University of Pennsylvania, exploring how likely consumers are to follow influencer and customer recommendations, and how marketers can incorporate influencer marketing into their toolbox, more people were willing to follow an influencer's recommendation (82%) than an average customer's recommendation (73%).

Original article here.