An influencer in social media is someone who has built a reputation for their knowledge and expertise on a specific topic and has the power to affect the purchasing decisions of others because of their authority, knowledge, position, or relationship with their audience. They are people and organizations who have a purported expert level of knowledge or social influence in their field. Influencers are not merely marketing tools, but rather social relationship assets with which brands can collaborate to achieve their marketing objectives. They establish themselves as opinion-leaders with their followers and may have persuasive strengths such as attractiveness, likeability, niche expertise, and perceived good taste. Social media influencers make regular posts about a specific topic on their preferred social media channels and generate large followings of enthusiastic, engaged people who pay close attention to their views. They can contract with various companies to promote their goods and services to their followers. The power of a social influencer stems from their ability to cultivate relationships and build trust with their audience.