While there are many definitions for the term influencer, Influencer Marketing Hub defines these social media users as having two characteristics: the power to affect the purchasing decisions of others because of their authority, knowledge, position, or relationship with their audience, and a following in a distinct niche, with whom they actively engage. The number of followers is generally dependent upon an influencer’s specific niche market, and researchers have found a way to categorize their impact.

According to an article on MediaKix.com, there are currently millions of influencers promoting thousands of brands worldwide. These influencers are attempting to persuade their followers to use their personalized discount code or link sticker to purchase or sign up for whatever it may be that they are promoting. In most cases, when a follower uses said discount code or link, the influencer receives some sort of compensation or commission. Essentially, the influencer turns into a salesperson. That raises the question, do influencers always believe in the products they promote?