ONLINE CELEBRITIES by BENITHA KWIZERA 200711052

What exactly is an online celebrity? Well, an online or internet celebrity (also known as a social media influencer, social media personality, internet personality, or simply influencer) is a celebrity who rose to prominence and notoriety through the use of the Internet. People have been able to expand their influence to a global audience because to the rise of social media. Influencer commerce is a new strategy that brands and marketers are employing to drive leads and sales. Influencer commerce is defined as the use of influencers to promote and channel traffic from their audience to your website or e-commerce platform in order to create sales, and they use platforms such as on Instagram. One more thing not to forget is attention economy which regards human attention as a finite resource and uses economic theory to tackle a variety of problems. Companies are attempting to profit from our attention. They're putting advertising up that they think we'll be interested in, and they're trying to get as much of our attention as possible. Because our attention is their resource, we participate in influencer commerce by engaging with the influencers' contents. We engage with their contents by liking them, sharing them and reposting them. They're concerned about their bottom line, which means they're concerned about keeping your attention. Their ultimate goal is to keep you browsing and searching so that you choose their items over those of competitors. We're frightened of missing out on trends, so we check our social media accounts frequently throughout the day. And it's resulted in a state of passive interaction with our technologies, in which we use them to consume rather than produce or address a specific problem.