Influencer marketing has drastically changed the advertising industry and the way that brands interact with their target markets. Influencer marketing's early stages mostly comprised famous people and public personalities endorsing goods and services. However, the business progressed towards a more genuine and accessible approach as consumer behaviour and preferences changed. We shall examine the development of influencer marketing in this essay, charting its progression from endorsements to authenticity. “Influencer marketing today includes any arrangement between a company and a well-known social media personality with the goal of using the person's...