The rise of popular apps such as TikTok and Instagram prompted many companies, organizations, and national brands to seek alternative ways to target a younger generation of consumers. Many turn to social media influencers to accomplish this goal. Social media influencers hold power over many younger consumers because Millennials and Generation Z trust influencers' thoughts and opinions about a product or service. Most people on social media follow a particular influencer and feel like they know them personally, even though they have never met.
