Influencers often mirror the effect of celebrity endorsements, triggering a halo effect that makes us perceive them as more trustworthy and expert. Their perceived expertise lends credibility to their recommendations, increasing our susceptibility to their opinions.

Social media platforms offer a glimpse into influencers' lifestyles, creating an illusion of social consensus. Seeing many people follow and engage with an influencer creates an impression of widespread endorsement, compelling us to conform to the apparent norm.

Influencers often engage with their followers, responding to comments and messages. This creates a sense of reciprocity, whereby we feel indebted to return the favor. Subconsciously, this drives us to share their content, like their posts, or even make purchases through their affiliate links.

Influencers cultivate emotional connections with their followers by sharing personal stories, behind-the-scenes glimpses, and relatable content. This emotional bond makes us more receptive to their opinions and recommendations, as we feel a sense of familiarity and trust.

Once we follow or engage with an influencer, we tend to seek information that supports our decision. This is a form of confirmation bias, where we unconsciously filter out or discredit information that challenges our beliefs.