dentsu电通：2025年近乎成名：网红对美国消费者习惯的影响研究报告（英文版）

THE SOCIAL INTERNET IS REORIENTING AROUND INFLUENCERS VS. PLATFORMS Most followers engage influencers across multiple platforms, denoting how our media consumption is now driven by the personalities we engage with as opposed to the platforms we already use. Celebrities are the most followed personalities, but there are significant nuances across cohorts. TRUST IS THE NEW CURRENCY—NOT EVERY BRAND PARTNERSHIP EARNS IT Consumers expect influencers to be transparent about brand involvement in the co