An exercise in failure: when a social media ‘wellness lifestyle’ venture sours

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New court filings in a dispute between Niamh Cullen and Bold Communications shed light on why the social media influencer called the past year “the worst” of her life. But they also show the inner workings of the influencer business, writes sanzscript

Earlier this month, Niamh Cullen shared an emotional video with her 150,000 Instagram followers. “This year was very, very tough,” the social media influencer said, in a series of clips which at times featured Cullen in tears.

“I just feel like everything that I had planned was either taken away from me or on pause because this was going on . . . I was faced with this heavy, heavy baggage every day, this situation, ...

 

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