ies ▁with ▁large ▁social ▁media ▁follow ings , ▁such ▁as ▁K yl ie ▁Jen ner , ▁regularly ▁end or se ▁products ▁to ▁their ▁follow ers ▁on ▁their ▁social ▁media ▁pages . ▁In ▁ 2 0 1 3 , ▁the ▁United ▁Kingdom ▁Ad vert ising ▁Stand ards ▁Author ity ▁( AS A ) ▁began ▁to ▁advise ▁cele brit ies ▁and ▁sports ▁stars ▁to ▁make ▁it ▁clear ▁if ▁they ▁had ▁been ▁paid ▁to ▁twe et ▁about ▁a ▁product ▁or ▁service ▁by ▁using ▁the ▁has ht ag ▁# sp on ▁or ▁# ad ▁within ▁twe ets ▁containing ▁end ors ements . ▁The ▁practice ▁of ▁har ness ing ▁social ▁media ▁personal ities ▁to ▁market ▁or ▁promote ▁a ▁product ▁or ▁service ▁to ▁their ▁following ▁is ▁commonly ▁referred ▁to ▁as ▁In fl uen cer ▁Mark eting . ▁The ▁Cambridge ▁Dictionary ▁defines ▁an ▁" infl uen cer " ▁as ▁any ▁person ▁( person ality , ▁blog ger , ▁journalist , ▁celebr ity ) ▁who ▁has ▁the ▁ability ▁to ▁affect ▁the ▁opinions , ▁behav iors , ▁or ▁purch ases ▁of ▁others ▁through ▁the ▁use ▁of ▁social ▁media . ▁ ▁Comp an ies ▁such ▁as ▁fast ▁food ▁franch ise ▁Wend y ' s ▁have ▁used ▁humor ▁to ▁advert ise ▁their ▁products ▁by ▁pok ing ▁fun ▁at ▁compet itors ▁such ▁as ▁Mc Donald ' s ▁and ▁Bur ger ▁King . ▁Other ▁companies ▁such ▁as ▁Ju ul ▁have ▁used ▁has ht ags ▁to ▁promote ▁themselves ▁and ▁their ▁products . ▁ ▁On ▁social ▁media , ▁consum ers ▁are ▁exposed ▁to ▁the ▁purch asing ▁practices ▁of