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Top1. Introduction
The evolution of the internet, as well as IT and the transformation of the Web Wide Web, changed the method in which customers choose to link, communicate and interact with each other. Social networking sites (SNSs), defined as media consisting of several actors who build ties and form relationships among each other, have provided convenient platforms for users to access and communicate information effortlessly (Goldenberg et al., 2009, Wallace, Buil & Chernatony, 2017). Boyd & Ellison (2007) define social networking sites as a “web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system” (Boyd & Ellison, 2007, p: 211). Similarly, social media has been explained as a collection of IT, which enable communications and interacting (Kapoor et al., 2017). The evolving nature, as well as the up-and-coming reach of SNS, has increased the social media adoption rate. This has not only led to an increasing number of users but also a range of platform options being available to users such as LinkedIn, Facebook, WhatsApp, Messenger, Instagram, WeChat, QQ, Twitter, Tumblr, Qzone, YouTube, Tik Tok, Sina Weibo, Reddit, Snapchat, Viber, Baidu Tieba, Pinterest, etc.
In the context of marketing, SNSs have created a win-win situation benefiting both customers as well as marketers (Hudson et al., 2016). Specifically, customers are a click away from satisfying their needs. In contrast, marketers and companies use different social media tools as a crucial medium for creating and delivering marketing messages and maintaining social relationships with customers, thus enhancing overall satisfaction (Gu & Ye, 2013). As a result, the convenience of ongoing interactions between the customers and marketers over these SNSs have substantially transformed consumers' behaviour and attitudes, giving them the authority to be the decision-makers for a brand. Therefore, SNSs seemingly play the role of facilitators for customers in today's social ecosystem (Munzel & Kunz, 2014; Pagani, Hofacker & Goldsmith, 2011).
Consequently, customers have now metamorphosed from mere receivers of a brand's merchandise to substantial co-creators in the value chain, which lead to the rise of social media influencers (SMIs) or micro-celebrities. SMIs have built a 'considerable community of social media users following them (De Veirman et al., 2017), who credits SMIs as trusted opinion leaders originating from 'people like me'. These micro-celebrities are comparatively more accessible, real and relatable than the traditional celebrities because of the confidential information they choose to share about the minute details of their lives on their social media profiles (Schau & Gilly, 2003). SMIs are defined as highly influential public figures with a considerable number of followers throughout various SM platforms (Varsamis, 2018). Several studies have also addressed these influential people as 'human brands' who can be defined as famous personalities used for marketing efforts (Close et al., 2011). The reviews and opinions given by a consumer have such immense reach and dominance over other consumers that have led to the abstraction of influencer marketing in the world of business strategies (Yusuf et al., 2018).
Considering this, conducting marketing activities through influencers can be perceived as a “form of marketing in which marketers select and finance SMIs to build and endorse their brand image in the minds of the influencer and the followers of these influencers” (Yodel, 2017) making them seem like authentic opinion leaders of the brand. For many years, marketers have been using celebrity endorsers in their advertising campaigns, keeping in mind that using a credible figure to convey their message would enhance the effectiveness and impact of their message (Friedman, Termini & Washington, 1976).