​Taking advantage of social media influencers, known as influencer marketing, are becoming more common in both the academia and business sector. Partnerships with social media influencers likewise are becoming increasingly important in brands' marketing strategies. Consumers view social media influencers "as more accessible and credible than mainstream celebrities, and thus, a message an SMI [(social media influencer)] communicates is considered more authentic and trustworthy than a similar message a celebrity communicates" (Willemsen, Neijens, Bronner, & De Ridder, [99]). In communicating with social media influencers, brands also can communicate easily with large audiences of target consumers. There are also statistics to reinforce the value of using social media influencers to spread a message or product. "Influencer Marketing Hub ([47]) reported that businesses are receiving $5.20 on average for each $1 spent on influencer marketing, and 92% of marketers judge influencer marketing to be effective" (Ki, Kim 1). A study was conducted to answer the question: do consumers' desire to "mimic" social media influencers play the role in affecting their purchase decisions? From the study, it was discovered that "the mechanism by which SMIs [(social media influencers)] influence target consumers occurs in four principal stages: (a) an SMI's [(social media influencer's)] influence attempts; (b) target consumers' attitudinal response to the influence exercised, which, in turn, affects (c) the targets' desire to comply, and ultimately, (d) their favorable behavioral outcomes" (Ki, Kim 6). In other words, if the consumer has a positive response to the social media influencer's media, then they are more likely to trust the consumer and buy whatever is advertised.