Prateep Roy
Research-Driven Thought Leadership
Tag: Anthropology
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Parasocial Power: Why Influence Is Ultimately a Relationship
Graphic is AI-generated For years, the digital world has measured influence with numbers: Followers, subscribers, views, likes, and shares. The larger the numbers, the greater the assumed influence. Entire industries, from advertising to politics, have adopted this assumption. Marketing budgets are allocated based on audience size. Brands negotiate with creators using follower counts. Media rankings… Read.
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The Technology Is New. The Human Behaviour Is Not.
AI generated graphic Why I believe understanding influencer marketing requires us to look beyond reach, engagement, and algorithms Anthropology taught me something about influence that marketing sometimes forgets. People do not make decisions in isolation. We belong to groups. We observe others. We imitate people we admire. We trust some voices more than others. Our… Read.
Prateep Roy 