Using the likeness and image of high-profile celebrities is a longstanding tradition in brand advertisement. Yet, social media micro-influencers who have exploded in recent popularity are challenging celebrity endorsement strategies and ushering in a new era of marketing.

Motivated by the rise of these micro-influencers, Jay Sinha and Thomas Fung’s research investigates how they have disrupted the business of youth fashion. Sinha and Fung identify several changes to the industry, including the growth of social media oriented platforms, increasing use of AI-based marketing practices and new influencer-based fashion brands.

According to Sinha, “traditional advertising is dead or dying.” Find out why micro-influencers will continue to impact youth marketing years to come.