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At Google Marketing Live India 2025, the tech giant unveiled a comprehensive suite of AI-powered advertising tools aimed at helping brands reach the modern Indian consumer, who now navigates an increasingly complex web of digital touchpoints daily. With 80% of Gen Z relying on Google Search for shopping, research and decision-making, and 87% of Indian consumers discovering new products on Google and YouTube, the company underscored its vision of turning these platforms into full-funnel marketing ecosystems.

One of the biggest announcements was the launch of ads within AI Overviews, Google’s generative AI search summaries. Set to go live in English on mobile and desktop in India later this year, these AI Overviews will now include Search and Shopping ads when relevant, offering businesses new routes for discovery.

On YouTube, the company is expanding Shoppable CTV (Connected TV) features with interactive tools like QR codes and “send to phone” functionality, transforming passive viewing into actionable engagement. In tandem, YouTube Masthead ads are now shoppable on mobile, aligning with the upcoming festive season to help brands convert inspiration into immediate purchases.

To address creative bottlenecks, Google also announced ‘Generated for You’ within Product Studio, an AI tool that automatically creates product visuals and videos aligned with brand aesthetics and seasonal trends. This feature aims to reduce production time while maintaining quality and relevance across campaigns.

Google is also doubling down on smarter campaign performance with AI Max for Search Campaigns, which boosts conversions through enhanced targeting and creative generation. Early testing by re-commerce brand Cashify showed a 15% rise in conversions using the tool.

Additionally, a new Retention Only Mode in Performance Max was launched to help brands focus exclusively on re-engaging high-value or dormant users, addressing a long-standing challenge in digital marketing.

Read More: <a href="https://www.storyboard18.com/advertising/google-expands-ai-driven-ads-in-india-betting-on-generative-search-to-power-growth-73964.htm">Google expands AI-driven ads in India, betting on generative search to power growth</a>

Further easing marketing complexities, Google is introducing agentic AI capabilities across Google Ads and Analytics to support campaign setup, optimisation and troubleshooting. These "agents" are expected to significantly reduce manual effort across workflows.

Read More: <a href="https://www.storyboard18.com/advertising/u-s-court-finds-google-guilty-of-monopolizing-digital-adtech-market-62611.htm">U.S. Court finds Google guilty of monopolizing digital AdTech market</a>

Lastly, updates to Meridian, Google’s open-source Marketing Mix Model, include a new API for reach/frequency metrics and an interactive budget planner. New cross-channel measurement features in Google Analytics, including a metric called attributed brand searches, will give advertisers a clearer view of how video ads impact organic search. With these updates, Google aims to empower Indian marketers with AI-led solutions that drive growth, improve efficiency, and bridge inspiration with conversion.

Read More: <a href="https://www.storyboard18.com/digital/turkeys-competition-board-imposes-8-9-million-fine-to-google-74097.htm">Turkey's competition board imposes $8.9 million fine to Google</a>

Google showcases AI-driven ad tools; targets discovery and retention across Search and YouTube

For years, marketers have wrestled with a fundamental challenge: social media platforms are designed to keep users scrolling, not clicking away. Posts with external links often get penalized by algorithms, while audiences themselves hesitate to leave the feed they’re immersed in.

What Is Zero-Click Content?

Enter zero-click content, a strategy coined by Amanda Natividad of SparkToro. It refers to posts and search results that deliver useful information directly within the platform, requiring no additional click to extract value. Think Google’s direct answers on its results page or a LinkedIn post that offers a complete insight or framework without linking out.

In 2025, this strategy has shifted from “nice to have” to “necessary.”

Why It Matters Now

People want value immediately. In a landscape where attention spans are short and distractions endless, audiences prefer information that is fast, frictionless, and platform-native. Social media platforms like LinkedIn, Instagram, TikTok, and Snapchat also prefer it that way, boosting posts that keep users engaged onsite.

For marketers, zero-click content isn’t just about appeasing algorithms. It’s a way to meet audiences where they are and deliver what they need in the moment, building trust and relevance in-feed.

Building Trust and Shareability

Zero-click content is also designed for how people share today. It thrives in “dark social,” the private sharing that happens via DMs, texts, and emails — spaces where links often go ignored but easily digestible, high-value posts get forwarded and discussed. This can keep your brand present in conversations you can’t track, building mindshare in invisible but powerful ways.

The Strategy Shift

None of this means links are obsolete. But it does call for a mindset shift: rather than measuring success purely by clicks, marketers should evaluate how their content delivers instant impact and positions their brand as a valuable resource.

A balanced strategy that combines zero-click content for reach and trust with purposeful links for deeper engagement can help brands thrive in an ecosystem where visibility is everything and attention is a scarce commodity.

<a href="https://www.storyboard18.com/how-it-works/explained-lol-for-roi-why-meme-marketing-is-the-internets-favorite-ad-strategy-65497.htm">Read More: Explained: LOL for ROI - why Meme Marketing is the Internet’s favorite ad strategy</a>

Explainer: What is 'Zero-Click Content' and why is it becoming essential for marketers

Elon Musk’s social media platform X, formerly known as Twitter, has cut prices for its X Premium service in India by up to 47 percent, as per a Moneycontrol report. The move marks the first major price adjustment across X Premium’s Basic, Premium, and Premium+ tiers since the service launched in India as Twitter Blue in February 2023. It also comes a day after Musk’s artificial intelligence venture, xAI, unveiled a new version of its Grok model. Earlier this year, xAI acquired X in an all-stock deal that valued the social media company at $33 billion.

<a href="https://www.storyboard18.com/brand-makers/elon-musks-x-claims-indian-government-ordered-block-on-2355-accounts-including-reuters-73453.htm">Read more: Elon Musk's X claims Indian government ordered block on 2,355 accounts, including Reuters</a>

The report stated that under the new pricing, X Premium’s Basic tier is now available in India for ₹170 per month, down 30 percent from ₹244, while the Premium plan has been reduced to ₹427 per month, a 34 percent drop. The Premium+ plan now costs ₹2,570 per month, marking a 26 percent decrease from earlier rates. On mobile platforms, where prices include Google and Apple’s in-app commissions, the cuts are even steeper, with the Premium plan dropping 47 percent to ₹470 per month and the Premium+ plan down 42 percent to ₹3,000 per month.

Despite these price reductions, the Basic plan remains unchanged on mobile, offering features such as longer posts, video uploads and limited editing capabilities. The Premium tier adds creator tools, a blue verification checkmark, and reduced ads, while Premium+ offers an ad-free experience, enhanced visibility, and tools like the Radar feature for real-time trends, the Moneycontrol report stated. 

Musk has long aimed to grow X’s subscription revenue to diversify beyond advertising. Yet, subscriptions remain a small part of the business; X grossed $16.5 million through in-app purchases globally on mobile devices as of December 2024, according to data from app intelligence firm Appfigures.

This week, Linda Yaccarino stepped down as CEO of X after a two-year tenure, leaving the company’s leadership in flux as Musk seeks to reposition X amid intensifying competition in the AI and social media landscape.

<a href="https://www.storyboard18.com/how-it-works/from-a-walled-garden-to-a-concrete-jungle-advertisers-on-xs-hashtag-ban-and-vertical-ad-pricing-72711.htm">Read more: Advertisers on X’s hashtag ban and vertical ad pricing: Inward focus could trigger lower ad spends</a>

<a href="https://www.storyboard18.com/brand-makers/linda-yaccarino-steps-down-from-x-as-ceo-73686.htm">Read more: Linda Yaccarino quits as CEO of Elon Musk's X</a>

Elon Musk’s X cuts subscription prices in India

In the ever-evolving world of social media, content creators have emerged as the new-age celebrities. With millions of followers and lucrative brand deals, they wield significant influence. However, the glitz and glamour come with a darker side - hate and harassment. 

In a revealing panel discussion moderated by Delshad Irani for Storyboard18, prominent content creators Ankush Bahuguna, Shibani Bedi, and Raj Grover opened up about their experiences with online hate on platforms like YouTube and Instagram, shedding light on the challenges they face in maintaining their mental health and authenticity.

Also Read: <a href="https://www.storyboard18.com/brand-makers/these-creators-reject-betting-ads-despite-3x-payouts-heres-why-73607.htm">These creators reject betting ads despite 3x payouts - here’s why</a>

The Rise of the Creator Economy

The discussion began with a reflection on the creators' journeys. Ankush Bahuguna, who started with Shibani Bedi in videos for publications, highlighted the shift from traditional media to the self-driven world of social media. "We were already scripting and featuring in videos. When social media platforms boomed, we thought, 'Why are we doing this for others when we can be a brand ourselves?'" he shared.

Bedi echoed this sentiment, recounting her journey from an actor to an Instagram creator during the COVID-19 pandemic. "I aggressively started posting content during COVID, and suddenly, the revenue started coming in. It became a full profession," she explained.

Raj Grover, who began his journey at the tender age of 13, noted the lack of guidance in his early days. "There were no proper creators back then. I started for fun, and it became what it is now," he said.

The Unseen Battle with Hate

Despite the success, the creators unanimously agreed that hate and negativity remain significant challenges. "The audience is brutal everywhere," Bahuguna admitted. "I think the major difference between Instagram and YouTube is also that YouTube people go with intention.”

Bedi, who has faced age-related shaming, shared her experience of being objectified. "It's not about the content; it's personal attacks like 'buddi,' which means old," she revealed, highlighting the viciousness of online trolls.

Grover, on the other hand, attributed his relatively positive experience to his family-friendly content. "My audience is very loyal. On YouTube, they are happy, but on Instagram, hate can come for your character," he noted. “If you are getting hate on Instagram, you'll get hate on your character and your everything. But on YouTube, you get hate for your content or sometimes as a person also,” he added.

Navigating the Fine Line Between Commerce and Creativity

The panel also delved into the struggle of balancing commercial viability with creative integrity. "There are brands that want your video to be an ad, and they control everything down to the clothes you wear," Bedi explained. "I try to be authentic and only endorse products I believe in."

Bahuguna emphasized the importance of negotiating creative freedom with brands. "You're paying me to conceptualize the video. Don't do my job. If you do, both of us won't benefit," he advised.

The Looming Threat of AI

As the discussion progressed, the creators expressed their concerns about the rise of artificial intelligence (AI) and its impact on the creator ecosystem. "AI can standardize the industry, making it less creative," Bahuguna cautioned. "It's scary to think brands can use AI to create with your likeness without you being involved."

Bedi added, "Our jobs are going to get very redundant very soon, which is what I fear. It's all improving and everything is evolving very fast. In the next one year, what the world is going to look like or what this ecosystem will look like is nobody knows."

Coping with Burnout and Seeking Balance

The conversation concluded on a reflective note, addressing the mental health challenges faced by creators. Bedi described the burnout as an isolating experience. "Creation is a very isolating job. The chase is never-ending, and it's tiresome," she confessed.

Bahuguna shared his approach to combating burnout by diversifying his content. "When I feel burnt out, I try something new. That's how I got into beauty content," he explained.

Grover, whose family plays an integral role in his content creation, highlighted the importance of support. "My parents help me a lot. The team support helps in burnout phases," he said.

A Call for Empathy and Understanding
As the panel wrapped up, the creators urged for greater empathy and understanding from audiences. "Everyone's an expert on the internet, but it's important to remember there's a person behind the screen," Bahuguna concluded.

Watch the whole episode here:

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From viral to vulnerable: Indian content creators speak out on hate on different platforms

In a riveting discussion with Steven Bartlett on his podcast "The Diary of a CEO," Kevin O'Leary a.k.a Mr. Wonderful, renowned investor and Shark Tank personality, delved into the unique approach that set tech Moghul Apple's Steve Jobs apart as an extraordinary visionary. 

O'Leary revealed that Jobs's brilliance was rooted in an intense focus on what's termed the "signal to noise" ratio.

Also Read: <a href="https://www.storyboard18.com/brand-makers/from-steve-jobs-to-seth-godin-ten-quotes-about-marketing-you-absolutely-should-read-34454.htm">From Steve Jobs to Seth Godin, ten quotes about marketing you absolutely should read</a>

Jobs's vision of the "signal" was clear-cut: identify the top three to five critical tasks that must be accomplished within the next 18 hours. "Not your vision for the business next week or next month or next year, just the next 18 hours you're awake," O'Leary explained.

The 'signal' was these essential tasks, and everything that detracted from them was deemed 'noise.'

The revolutionary concept of maintaining an 80:20 signal to noise ratio was a cornerstone of Jobs's success. "Eighty signal, twenty noise. He was right. He was right," O'Leary affirmed, noting that Jobs's focus was instrumental in his remarkable achievements. 

This disciplined approach ensured that every waking moment was devoted to progressing toward immediate, tangible goals, ultimately steering Apple to monumental success.

Also Read: <a href="https://www.storyboard18.com/how-it-works/elon-musks-tesla-to-launch-first-ever-experience-centre-in-india-on-july-15-74002.htm">Elon Musk’s Tesla to launch first-ever experience centre in India on July 15</a>

O'Leary further compared Jobs's methodology to another titan of innovation, Elon Musk, who, in O'Leary's view, operated at an even more extreme level. "He has no noise. He does not deal with noise. He is 100% signaled 60 seconds of every minute, 60 minutes of every hour," O'Leary remarked, underscoring Musk's relentless dedication to his work.

Reflecting on history, O'Leary posited that the trailblazers of their respective eras shared this near-total commitment to signal over noise. "The geniuses of their time were close to 100% signal," O'Leary stated. Their ability to concentrate on what truly matters, cutting through the distractions, is a testament to their enduring legacies.

Also Read: <a href="https://www.storyboard18.com/digital/teslas-robotaxi-hits-the-us-streets-heres-what-a-ride-will-cost-71449.htm">Tesla’s Robotaxi hits the US streets, here's what a ride will cost</a>

Shark Tank investor Kevin O'Leary decodes Steve Jobs' 80:20 signal to noise ratio

A sweeping study of X’s Community Notes reveals that over 90 percent of the platform’s crowd-sourced fact-checking posts never get published, raising questions about Elon Musk’s signature misinformation-fighting tool even as the platform navigates leadership turmoil and the challenges of viral falsehoods.

<a href="https://www.storyboard18.com/brand-makers/linda-yaccarino-steps-down-from-x-as-ceo-73686.htm">Read more: Linda Yaccarino quits as CEO of Elon Musk's X</a>

<a href="https://www.storyboard18.com/advertising/x-to-charge-advertisers-based-on-ad-size-says-elon-musk-72552.htm">Read more: X to charge advertisers based on ad size, says Elon Musk</a>

The report, released Wednesday by the Digital Democracy Institute of the Americas, analyzed the complete public dataset of 1.76 million Community Notes published on X between January 2021 and March 2025. Despite being marketed as a scalable and transparent tool for combating misinformation, the system’s publication rate remains strikingly low: more than 90 percent of submitted notes fail to reach the public, as per reports citing the study. 

For a program marketed as fast, scalable, and transparent, these figures should raise serious concerns, the researchers said, according to AFP.

The study comes amid turbulence at X, where CEO Linda Yaccarino announced her resignation this week after two years leading the company through a turbulent overhaul under Elon Musk. Her exit coincides with fresh controversy over X’s AI chatbot Grok, which drew fire for anti-Semitic remarks praising Adolf Hitler and posts insulting Islam.


<a href="https://www.storyboard18.com/how-it-works/from-a-walled-garden-to-a-concrete-jungle-advertisers-on-xs-hashtag-ban-and-vertical-ad-pricing-72711.htm">Read more: Advertisers on X’s hashtag ban and vertical ad pricing: Inward focus could trigger lower ad spends</a>

X’s Community Notes system, now mirrored by platforms including Meta and TikTok, relies on volunteers to add context or corrections to posts, with publication contingent on receiving “helpful” ratings from users with diverse perspectives. However, as the volume of submitted notes has grown, the system has become clogged, particularly in English, with many notes remaining unrated or lacking consensus, effectively leaving them in limbo.

Among English-language notes, the publication rate fell from 9.5 percent in 2023 to just 4.9 percent in early 2025, the report found. Spanish-language notes fared better, with rates increasing from 3.6 percent to 7.1 percent in the same period.

One of the system’s most prolific contributors was not a human but a bot-like account flagging crypto scams, submitting more than 43,000 notes between 2021 and March 2025, with only 3.1 percent going live.

As X grapples with leadership changes and the challenges of misinformation in a high-velocity news environment, the limitations of its flagship fact-checking program highlight the complexities facing social media platforms seeking scalable solutions to content moderation.

<a href="https://www.storyboard18.com/digital/govt-didnt-ask-x-to-block-reuters-calls-it-technical-glitch-73089.htm">Read more: Govt didn’t ask X to block Reuters, calls it technical glitch</a>

Study finds most of X’s Community Notes never see the light of day

Tech startup iyO Inc., which already sued iPhone designer Jony Ive and OpenAI CEO Sam Altman for trademark infringement, is now suing one of its own former employees for allegedly leaking a confidential drawing of iyO's unreleased product, according to The Associated Press.

Last month, U.S. District Judge Trina Thompson ruled that iyO has a strong enough case to proceed to a hearing this fall. Until then, she ordered Altman, Ive and OpenAI to refrain from using the io brand, leading them to take down the web page and all mentions of the venture.

Read more: <a href="https://www.storyboard18.com/agency-news/ani-sues-openai-for-copyright-infringement-47888.htm">ANI sues OpenAI for copyright infringement</a>


OpenAI, maker of ChatGPT, started to outline its own vision in May by buying io Products, a product and engineering company co-founded by Ive, in a deal valued at nearly $6.5 billion. Soon after, iyO sued for trademark infringement for the similar sounding name and because of the firms’ past interactions.

The second lawsuit from iyO filed this week in San Francisco Superior Court accuses a former iyO executive, Dan Sargent, of breach of contract and misappropriation of trade secrets over his meetings with another io co-founder, Tang Yew Tan, a close Ive ally who led design of the Apple Watch.

Sargent left iyO in December and now works for Apple.

Read more: <a href="https://www.storyboard18.com/digital/canadas-news-outlets-sue-openai-for-billions-over-unauthorized-use-of-content-49039.htm">Canada's news outlets sue OpenAI for billions over unauthorized use of content</a>


“This is not an action we take lightly,” said iyO CEO Jason Rugolo, adding, “Our primary goal here is not to target a former employee, whom we considered a friend, but to hold accountable those whom we believe preyed on him from a position of power.”

Read more: <a href="https://www.storyboard18.com/digital/us-judge-rejects-mass-surveillance-claims-over-chatgpt-chat-log-preservation-in-copyright-suit-71738.htm">US judge rejects mass surveillance claims over ChatGPT chat log preservation in copyright suit</a>

AI device startup that sued OpenAI, Jony Ive sues its own ex-employee over trade secrets

The Turkish Competition Authority has decided to impose an administrative fine of around 355 million lira ($8.87 million) on Google for failing to comply with regulatory obligations.

In a statement, the antitrust body said on July 10 that Google was found to have implemented certain designs that violated regulations during the compliance process of a previous investigation, leading to the fine, according to a Reuters report.

Read more:<a href="https://www.storyboard18.com/digital/google-antitrust-trials-openai-expresses-interest-in-acquiring-chrome-should-google-be-forced-to-sell-62920.htm"> Google antitrust trials: OpenAI expresses interest in acquiring Chrome, should Google be forced to sell</a>


The fine stems from a case investigating competition in the local search services related to accommodation prices.

The competition body also recalled it had determined that Google held a dominant position in the general search services market, through a decision from April 2021. Google was then fined nearly TL 296.1 million.


It said it "determined that Google violated Article 6 of Law No. 4054 on the Protection of Competition by providing its own local search (Local Unit) and accommodation price comparison (GHA) services with a position and display advantage over its competitors on the general search results page, and by preventing competing local search sites from entering the Local Unit, thereby obstructing the activities of competitors and distorting competition in the local search services and accommodation price comparison services markets." 

Read more: <a href="https://www.storyboard18.com/digital/googles-us-antitrust-trial-google-rigged-the-rules-of-the-road-doj-lawyer-48466.htm">Google's US antitrust trial: “Google rigged the rules of the road” DoJ lawyer</a>


The body also suggested that the board also imposed certain obligations on Google to remedy the violation and ensure effective competition in the market.

"In this context, Google should not position competing local search services and accommodation price comparison services on its general search results page at a disadvantage compared to Google's own services," the statement read.

Read more:<a href="https://www.storyboard18.com/advertising/u-s-court-finds-google-guilty-of-monopolizing-digital-adtech-market-62611.htm"> U.S. Court finds Google guilty of monopolizing digital AdTech market</a>

Turkey's competition board imposes $8.9 million fine to Google

The Bombay High Court on Thursday struck down Maharashtra government orders prohibiting multiplexes and cinema operators from charging convenience fees on online movie ticket bookings, as per a Bar & Bench report.

A division bench comprising Justice M.S. Sonak and Justice Jitendra Jain ruled that the government had no authority under the Maharashtra Entertainment Duty Act (MED Act) to impose such restrictions. The court emphasized that the prohibition infringed on the fundamental right to carry on business under Article 19(1)(g) of the Constitution.

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The judgment was delivered in response to petitions filed by major cinema operators, including PVR Limited and Big Tree Entertainment Pvt. Ltd. (which operates BookMyShow). The companies had contested two state orders issued between April 2013 and March 2014 that directed theatres not to charge customers any amount beyond the ticket price and applicable entertainment duty.

The petitioners argued that convenience fees were separate charges mutually agreed upon between private parties for services like online booking, payment gateway access, and customer support - costs not covered by ticket prices or subject to entertainment tax.

In contrast, the State contended that such fees were not permissible under the MED Act and amounted to unauthorized extra charges. It relied on Sections 3(3)(e), 4(2)(b), and 7 of the Act, and also invoked Article 162 of the Constitution, claiming executive powers to regulate such practices in public interest.

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However, the Court found no statutory basis for the ban. “We could not find any power in the Act which permits the Respondents to issue G.O.s prohibiting collection of convenience fees on online ticket booking,” the judges observed, referring specifically to Section 10 of the MED Act, the report added.

The Court rejected the State’s argument under Article 162, ruling that executive powers cannot be exercised in a legislative vacuum. It noted that for any such direction to be valid, it must be anchored in an existing law—a requirement unmet in this case.

The Bench also made it clear that if a customer chooses the convenience of online booking and agrees to pay a fee for it, the State has no authority to interfere. “Suppose the customer feels it convenient to book the tickets online... the respondents cannot restrain the petitioners from collecting the convenience fees,” the report said.
The ruling clarified that economic activity cannot be micromanaged by the State. “If business owners are not permitted to determine the various facets of their business (in accordance with law), economic activity would come to a grinding halt,” the Court observed.

However, the Court limited the scope of its ruling and did not decide on whether such convenience fees are liable to entertainment duty.

Also Read: <a href="https://www.storyboard18.com/how-it-works/pvr-inox-brings-back-piku-hum-tum-and-dhadkan-for-big-screen-revival-64847.htm">PVR INOX brings back Piku, Hum Tum and Dhadkan for big-screen revival</a>

Relief for PVR, BookMyShow as Bombay HC allows convenience fees on online movie tickets

Influencer content in advertisements (ads) grabs a longer attention span, with viewers staying 2.2 times longer on an ad before skipping it compared to average branded ads, according to Kantar.

According to its 'Creativity in Context' report, the marketing data and analytics company tested 1,350 ads released last year.

The average skip time for branded content in ads is 7.9 seconds while for influencer content (influencer promoted products/services), it is 17.8 seconds. Additionally, the average time viewers spend watching influencer content in ads is 1.4 times higher than other digital ads in India, it added.

Read more: <a href="https://www.storyboard18.com/agency-news/danone-hindustan-unilever-haleon-and-godrej-consumer-products-shine-at-kantar-indias-creative-effectiveness-awards-73854.htm">Danone, Hindustan Unilever, Haleon and Godrej Consumer Products shine at Kantar India’s Creative Effectiveness Awards</a>


The report also highlighted influencer content leads to 7% more purchase intent as compared with all digital ads (6%); 9% more brand favorability; and higher brand attributes (10%) than (7%) by all digital ads.

However, digital ads lead to more aided brand awareness (8%) than influencer content (3%) and higher message association (8%) than influencer content (2%).

The report further revealed that only 7% of influencer-led campaigns make it to the top 30% of adds that build long-term brand equity. This is significantly lower than 32% benchmark observed across general digital advertising. 


Influencer Recommendations- More Trusted


According to Kantar, influencer recommendations are more trusted and considered more influential than traditional ads. 67% of the respondents said that they trust influencer recommendations more than traditional ads. 

Read more: <a href="https://www.storyboard18.com/how-it-works/youtubes-monetisation-crackdown-divides-creator-economy-praise-for-originality-push-but-payout-concerns-loom-73932.htm">YouTube's monetisation crackdown divides creator economy; praise for originality push, but payout concerns loom</a>


26% said that they prefer influencer recommendations but remain cautious. 4% said that they don't trust influencer recommendations and prefer traditional ads, while the rest were indifferent and find no impact or avoid content promoted by influencers.

DIGITAL