Consumers are reluctant to trust online brand messaging: up to 25.2% of U.S. Internet users blocked ads on their devices in 2018. Instead, they turn to social media influencers: individuals who distinguish themselves through their personal style and their ability to attract a large audience. What influencers wear, where they travel, and who they listen to intrigue and inspire their followers. Increasingly, therefore, marketers look for opportunities to connect with their customers by inserting their products and brands into influencers’ dialogues with followers.