This article examines how YouTube and Instagram micro-celebrities are able to influence pop culture trends in regards to fashion and beauty at greater extents than the traditional celebrity. From their ability to create communities where users feel more connected to the influencer through higher levels of engagement, authenticity, and reliability, we can conclude that social media stars have the upper hand in endorsing products. From the implications of the social media star’s greater amount of influence on consumers, I conclude that product marketing efforts should prioritize using social media celebrities as their main advertising platform due to more efficient audience penetration and influence to buy. This, in turn, will result in attaining a substantial grasp of consumer attention and spending to drive higher sales and bring more attention to the company brand.
Nouri, Melody, "The Power of Influence: Traditional Celebrity vs Social Media Influencer" (2018). Pop Culture Intersections. 32.