“…Moreover, search engine ranking, content quality (Gillin, 2008) as well as brand fit and tone of voice play an essential role in selecting social media influencers for commercial purposes (Uzunoğlu & Kip, 2014). Furthermore, they are seen as influential due to their expertise in a specific field (Langner, Hennigs, & Wiedmann, 2013). Social media influencers are described as "new type of independent third party endorser who shape audience attitudes through blogs, tweets, and the use of other social media" (Freberg, Graham, McGaughey, & Freberg, 2011, p. 1).…”