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Influencer fraud is essentially influencers who either buy followers or use bots to artificially inflate engagement with their account, often to get a higher brand fee. With influencer identification also listed as a top two challenge for influencer marketers in this years survey, it’s clear that finding the right influencer partners is no easy task and an area. Influencers, individuals who create content on platforms such as instagram, youtube, and tiktok, have developed strong connections with their audiences, particularly gen z, through. In this article, we discuss each of the three types of influencers and their effectiveness in endorsing hospitality brands (see table 1 for selective examples) At a high level, influencer marketing is the practice of brands collaborating with influencers Influencers help drive brand awareness and purchasing decisions through product placement. This study explores how influencer marketing shapes consumer purchase behavior by leveraging authentic content, personal recommendations, and social media engagement. We develop a dynamic model in which an influencer continuously decides whether to be authentic as she balances increasing awareness with generating revenues from sponsored posts.