ABSTRACT
How can we describe the influence business? Influence is a concept related to the idea of power and, in western culture, strongly linked with the creation of persuasive arguments. Obtaining influence has been the main premise of advertising activity and public relations and, over the course of the last century, it has gained considerable importance. Nowadays, digital platforms and the participation of users on social networks appear to have changed the ways in which influence is gained. New algorithms make it possible to join economic, social and commercial interests. Meanwhile, people share personal information in exchange for being able to connect with friends, sharing photos, videos, ideas, opinions and experiences, other companies monetize the information which is registered about tastes and behaviour. This chapter considers the Business of Influence and attempts to shed some light on the possible scenario of the future.
