3. How did the supply of Devumi’s fake followers threaten the reputation of influencer marketing? It is often said that demand drives supply. One could argue that those aspiring to be influencers who demanded more followers are responsible for agencies cropping up to supply fake followers. However, it is just as feasible that agencies recognized a trend on social media of influencers asking followers and fans to spread the word about their site and these agencies saw the opportunity to take advantage of the situation. Still, programmers are the ones responsible for generating bots. The supply and demand paradox is one that is full of many unknowns. This case study explores fake followers from the view of the agency