In the space of a few years, influencers have become more and more influential.
Consumer purchasing behavior has changed with the emergence of social media. They have a role as prescribers to the people who follow them and are an added value for brands, they represent communication levers which appeal to more and more brands because of their ability to convince and engage consumers on a daily basis.
Influencers have a direct impact on the purchasing behavior of consumers because they want to get the same product and listen to all recommendations before purchasing. They look for transparency, authenticity and consistency in the influencer's speech to be more confident.
