A literature review on the impact of social media influencer endorsement on a product and brands. Start by providing some history of celebrity advertising and when it was used and why. Also, add some information about social media and its history. then add in the review the relation of influencer characteristics and credibility. How important it is the trust relationship between the influencer and consumer. Is trustworthiness more important, than expertise is more important or the attractiveness of the source is the most important factor? Include the Congruence/ Match up/ Fit hypothesis of celebrity endorsement model that has been extensively studied by Choi and Rifon. McCracken (1989) models and theories in the literature about celebrity endorsements.
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