Bad influence: When a brand’s social media stars repel consumers

Bad influence: When a brand’s social media stars repel consumers

Any doubt about the power of influencers should have been dispelled last week when startup mattress brand Casper filed for its initial public offering. Buried deep in documents filed with the Securities and Exchange Commission at the bottom of a bulleted list of risks was the following red flag: “Use of social media and influencers may materially and adversely affect our reputation and subject us to fines or other penalities.”