Influencers perform best in Asia, worst in Germany and France

An overview of consumer sentiment towards influencers and whether they give a more positive impression of brands across 23 markets.

Brands in Asia have the most to gain from using influencers, according to research from GroupM. In their survey of 13,900 middle- to upper-income consumers in 2019, consumers in Asia consistently say influencers give them a more positive impression of brands.

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