Millennials are indisputably a potent societal force and play a major role in determining popular culture and trends. As the first generation to go digital, millennials have shifted their activities from real life to online. This includes connecting with friends, gathering information, receiving news, voicing their opinion and shopping. These hyper-connected and tech-savvy individuals are dominant users of social media and can aid in endorsing customer-oriented businesses by creating user-generated content (UGC), such as reviews and ratings, about a product or service. Even in the digital age, word-of-mouth marketing is one of the most powerful and effective strategies “based largely upon testimonials or social proof from authentic users and real customers regarding their personal experiences” (Carlson). It can be otherwise known as social influencer marketing in modern times where products, brand message or marketing campaigns are promoted to the general public by ways of leveraging social influencers and their digital follower base (“What is Influencer Marketing?”).

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As shown above, Singaporean social media influencers such as Mae Tan, Yoyo Cao and Andrea Chong who have garnered a large following on Instagram, are setting trends and the pace of social influence has quickened. Consumers today are more receptive to third-party perspectives that they believe have added transparency and objectivity; this free form of advertisement, when influencers share about their shopping and dining experiences online, ergo triumphs a brand’s ability to speak to consumers with a greater form of credibility.