Synopsis : Influencer marketing accounts for nearly 5 percent of India’s total digital advertising industry, showing that what began as a brand-promotion tool has evolved into a major communication channel — one that political actors have quickly learned to exploit.

Popular actors, sportspersons or social media personalities praising the government, a scheme, or a political party has become frequent. Multiple social media handles sharing the same message, too, have become common, earning the sobriquet of copy-paste brigade.

The uninitiated might assume that the personality they are following would have researched the issue and understood it before endorsing it with conviction. This often leads others to share the same view as that of the celebrity.

However, not many are aware that the

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