This document discusses influencer marketing and its effects on consumers. It explains that influencers gain large social media followings and engage with their followers, making them seem more relatable than celebrities. Their authenticity allows them to build trust with consumers when promoting products. The document provides the example of Charli D'Amelio's partnership with Dunkin', which led to a new branded drink and millions of new followers and customers for Dunkin'. Influencer marketing is an effective social media strategy for companies.