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New research claims that social media influencers might have nearly as much clout as a friend or neighbor—and brands know how to harness these new household names.
According to a joint study by Twitter and analytics firm Annalect, around 40 percent of respondents said they've purchased an item online after seeing it used by an influencer on Instagram, Twitter, Vine or YouTube. Also, 20 percent of respondents said they shared something they saw from an influencer, while one-third of millennials say they follow a creator on Twitter or Vine.