We, humans, are social animals, programmed to connect deeply with those who look like us or behave like us, or rather with whom we orient ourselves. Be it Nicole Kidman for Etihad, Chris Hemsworth for Bayut, or Salman Khan for Splash, celebrity endorsements have always been used because of the recognition a superstar could bring to a brand. Celebrity endorsements can surely elevate the public awareness of a brand significantly, and their reach is magnified considerably through servicing a wider-spread audience. But as consumer trends shift and the online world surges, a newer breed of influencers is making an impression on brand awareness and purchase intent. The engagement and sway of these non-celeb
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