Credible influencers crucial for brand-building

PETALING JAYA: While influencers are seen as one of the effective channels in brand-building, they must be credible and have knowledge of the products they are promoting, say agency and market leaders.

They concurred that it is also vital for marketers to have the right mix of influencers in line with their brand objectives, and to ensure the latter bring value in the brands they are campaigning.