I think the influencer has their brand, but that goes at risk every time they put their name out there. So, if an influencer becomes a celebrity and endorses anything that moves for money, the smart influencers are going to say, ‘what’s going to damage my brand’? Because if I’m just like a celebrity that we know will do anything for money, my personal brand won’t last very long. I think the smart influencers out there expect a fair value exchange. While they’re not compelled to do exactly what the brand wants them to do, there is a quid pro quo. For example, if the brand has given them exclusive access to content, they’re treating them like a journalist, and they’ve giving them access to content that money can’t buy, they know that’s going to increase their own influence, because their fans, their followers, their community will say, ‘wow, that person seems to get access to all this great stuff, we should keep following them, because they are really connected to this part of the industry.’ - https://www.businessesgrow.com/2017/05/04/b2b-influencer-marketing/