"Shonduras!" The shouter comes loping down the street. He's tall, roughly 16 years old, wearing a gray-striped tank top, saggy shorts, and a hat over his red hair. "Is that Shonduras?" he asks, panting and pointing in the direction where his quarry has just disappeared. Yes, he's assured, it is. Shonduras, aka Shaun McBride, is a popular Snapchatter. At last count, he had around 240,000 "friends" on the disappearing-photo-and-video-sharing app, which makes him one of the most popular people on one of the most popular social media platforms around. Shaun, therefore, is also an influencer, a valuable commodity for brands looking to attract attention from customers in the lucrative younger...
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