1.Consider successful social media influencers such as those who follow

a.Doug Ulman. @dougulman (https://www.healthcareglobal.com/top10/top-10-social-media-influencers-healthcare/doug-ulman)

b.Loki the Wolfdog @loki (https://lokithewolfdog.com)

Selected brand partnerships:

Toyota 4-Runner

Mercedes Benz

BFGoodrich Tires

c.Chiara Ferragni @ChiaraFerragni [Italian entrepreneur] (https://www.bloomberg.com/news/articles/2021-04-09/tod-s-shares-soar-in-milan-as-influencer-ferragni-joins-board)

Countless, additional examples exist, including those who are not as widely knownthose who have a much smaller number of followers, yet a niche and loyal following. You likely follow many influencers on any given social media platform(s) in which you're active, whether you classify or consider them as such.

What brings about social media influencers' success? How can brand managers capitalize on this marketing strategy for promotion? Why might social media influencers (perhaps especially those, as mentioned above, who have a much smaller number of followers, yet a niche and loyal following) be superior to traditional celebrity endorsers? [Consider especially the chapters within Communicating Value.]