In the last 10 years or so social media has become more and more popular. It was recently reported that around 3.4 billion people actively use social media. This figure accounts for about 45% of the world’s population. (We Are Social Report, January 2019)This massive number of users has given rise to the emergence of a crop of individuals knowns as social media influencers. These ‘influencers’ are people who have built a reputation for themselves with particular expertise on a special area or perceived to have knowledge of a certain subject matter. As a result of their expertise, people look up to them and keenly pay attention to what these influences have to say about a specific topic or subject. Some people become influencers by virtue of...