Conducted through Propeller Research, this new research is based on a survey of more than 1,000 Americans aged 18+. 53% of the Americans surveyed said they are more likely to buy a product from an influencer, compared to about 47% who said a celebrity is more likely to impact their behavior. People tend to trust influencers more than conventional celebrities. Assuming that this is the main effect, marketers often add additional conditions to explore the reasons why. These additional variables that make people trust influencers more or less are called "moderators."

Name a reason or a "moderating condition" why people trust influencers more than celebrities and discuss why.