Any business, large or small, can employ the concept. In fact, we have influencers that specialize in a wide variety of categories and live all over the world!
A brand such as Coca Cola might line up a series of positive image celebrities and a pool of several thousand peer level influencers in a global campaign to spread a new advertising message whereas a small ecommerce business is going to see the most results by using a service such as Intellifluence to build a peer influence campaign based on identified buyer personas.
Want to learn more about buyer personas? Check out How To Influence Your Buyers Using Content Marketing written by Intellifluence CEO Joe Sinkwitz.