In his book Fizz, word-of-mouth marketing expert Ted Wright concludes that those who ignite content are intrinsically motivated. “Influencers share stories because they want to build bonds with people. For them, that is the reward, and it comes from a place deep within them. If they think what you’re selling will be interesting to people they know, that is all the motivation they need. You cannot buy their interest—or their approval—with discounts or rewards.”
– from “The Content Code” by Mark Schaefer
