According to Neck, Murray, and Neck $(2021)$A customer is someone who pays for a product or service. Customers become consumers when they use the product or service$($p$.391).$ This is important because it enables a business to know who to target with marketing and other strategies when trying to sell their products. Influencers and recommenders are crucial for entrepreneurs when trying to reach end users and decision makers in buying their product. They have the potential to add instant credibility to a product while increasing brand awareness using testimonials as proof of a product$$s appeal to potential customers. The approach of using influencers can be very effective if a company chooses the right influencer for their specific product and the influencer is seen as trustworthy to their audience. An influencer's recommendation may have a higher conversion ratio than other forms of advertising because of their credibility. Using an influencer can result in a shorter time frame to demonstrate a benefit, potentially making this form of advertising more cost$-$effective as well. Have you ever purchased a product or service based solely on an influencer's recommendation? Were you looking for the product before their recommendation? How did that purchase turn out?