Credibility is an integral part of marketing, with a lack of trust doing irreparable damage to a business. Organizations spend huge sums building brands that evoke a sense of quality, integrity, and other positive feelings. It can be difficult, though, for new and small businesses to create a brand name that speaks for itself. Competition for attention online leads to rising advertising costs and difficulties gaining search engine prominence. However, one solution that combats these problems and offers instant credibility is an endorsement from an influencer.