There is a growing trend of using high-profile people to shape opinion and change consumers' relationships with brands through the use of social media Popular DJ, music producer and radio presenter Themba Mbongeni Nkosi, better known as Euphonik, has over half a million Facebook followers, and close to 800,000 fans on Twitter. Also, it seems he’s a potential gold mine for brands.Euphonik is one of a handful of local celebrities who have been dubbed influencers — high-profile people who shape opinion and change consumers’ relationships with brands by means of social media.Davin Phillips of specialist agency Communications Services Africa says: "The media landscape is changing at such a rapid rate that influencer marketing is no longer a consideration but a must-have."Smartphones have evolved from being strictly operational devices to forming an expanded platform that allows users to consume content and streamline the way they receive and interact with information. To survive, brands ...
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