When it comes to partnering with influencers ‘fit’ is more important than celebrity status

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For attention-starved and cash-strapped startups unable to afford traditional advertising, the idea of quickly reaching thousands of consumers by tapping into an existing “tribe” or with a single endorsement by an A-list celebrity may be tempting – but unless “influencer marketing” is handled carefully, it can hurt more than help, according to one venture capital investor.