Where businesses go wrong on influencers

Influencer recording a makeup tutorial for her blog at home [Courtesy]

It’s not only phone calls that reveal Kenyans’ peculiar habits as Safaricom chairperson Michael Joseph once noted. 

It is also how they shop.

While there are businesses that have perfected the art of advertising, there are others - especially the new ones - that could be getting it wrong by using influencers.